Lidl Extends Partnership with UEFA to Support Women’s Football Through 2030

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Image Credit: Richard Juilliart / Shutterstock.com

UEFA has announced that Lidl, one of Europe’s leading food retailers, has signed a new five-year agreement to continue as a women’s national team football partner through to 2030.

Following the success of their UEFA Women’s EURO 2025 partnership, Lidl will remain an official partner for UEFA Women’s EURO 2029. The agreement also includes sponsorship of the 2025, 2027 and 2029 editions of the UEFA Women’s Nations League as well as the UEFA Women’s European Qualifiers.

The renewed commitment highlights Lidl’s dedication to promoting women’s sport across Europe, maintaining its focus on healthy lifestyles, community engagement and youth empowerment through football.

A key feature of the partnership will be the return of the Lidl Kids Team player mascot programme at UEFA Women’s EURO 2029, giving children across Europe a once-in-a-lifetime opportunity to walk onto the pitch with their football heroes. 

Guy-Laurent Epstein, UEFA Executive Director of Marketing, expressed his excitement for the partnership,  

“We are delighted to build on our successful partnership with Lidl – a brand that shares UEFA’s values and long-term vision for women’s football. Over the next five years, we will continue working together to harness the power of the women’s game to inspire communities, promote healthy lifestyles and deliver enhanced fan experiences.” he said in a press release. 

Jens Thiemer, Chief Customer Officer Lidl International, also shared a similar sentiment about the partnership. 

 “The extension of this partnership is a testament to our shared belief that women’s football deserves equal passion and support as men’s football. From the record-breaking number of fans welcomed in Switzerland at the UEFA Women’s EURO 2025 to the young women who found inspiration at our Lidl Youth Camp, we’ve seen first-hand how sport can transform lives,” Thiemer said in a press release. 

‘Looking forward to 2029, we’re thrilled to extend our commitment and bring the Lidl Kids Team experience to women’s football, creating those unforgettable moments where dreams become reality on the biggest stage.”

The renewed collaboration not only strengthens Lidl’s presence as a champion of equality and community engagement but also supports UEFA’s mission to elevate the women’s game to new commercial and cultural heights across Europe.

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Nutrition Warehouse Wynnum Becomes Official Partner of Wolves FC

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Image Credit: Wynnum Wolves

Wynnum Wolves Football Club have announced local business Nutrition Warehouse Wynnum as an official Club Partner for the 2026 season.

Nutrition Warehouse is a fitness and health franchise which sells vitamins and gym supplements, with stores located across Australia.

The Wynnum branch of the company will be helping Wolves FC with requiring vitamins and supplements for improved health, while club members will receive exclusive offers in the future.

Nutrition Warehouse Wynnum Manager, Ben Rae stated they are really excited about their new partnership with Wynnum Wolves FC and the opportunity to support such a strong local club.

“At Nutrition Warehouse Wynnum, we’re passionate about helping athletes and the wider community perform at their best, both on and off the field,” he said to Soccerscene.

“We decided to partner with the Wynnum Wolves because we share the same community values and commitment to helping people reach their potential.

“The club has such a proud history and strong local presence, and we’re thrilled to be part of that journey.”

Ben Rae also said the Nutrition Warehouse Wynnum team are keen to become Wolves supporters and are looking forward to cheering them on next season.

Wynnum Wolves FC, Jack Hingert reciprocated the club’s welcoming of Nutrition Warehouse Wynnum as an official partner for the 2026 season.

“This partnership aligns perfectly with the club’s strong community values and shared passion for health, performance, and wellbeing,” he said to Soccerscene.

“Nutrition Warehouse Wynnum’s expertise in sports nutrition and recovery strengthens the club’s commitment to professionalism, providing HASTA/ASADA-approved supplements that help athletes perform safely and at their best.

“With ambitious goals for 2026 and beyond, this partnership represents another step towards creating an environment where players across all levels can maximise their potential — gaining that crucial extra 5–10% through trusted, high-quality nutritional support.”

The partnership between the local supplement business and Wolve FC will help grow the club and community as the next season progresses and will foster a competitive but healthy sporting environment for all teams.

“We Found a Better Way” – Cavallucci Reveals How Football Queensland Cut Costs for Players

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Image credit: Football Queensland

On Episode 16 of Soccerscene’s Off the Pitch Podcast, it was a special episode with FQ CEO Rob Cavallucci to discuss the issues surrounding Australian and Queensland football ahead of a big 2026 year.

Many topics around the issues in Queensland football were discussed including Futsal’s incredible growth, update on Perry Park’s upgrade plan and driving player retention in certain youth age groups.

However one important topic that was discussed in detail was the fact that Football Queensland have the most affordable player registration fees in the country, and Cavallucci explained how they balanced the revenue lost from this big decision whilst also ensuring the sport is accessible for all.

“We made a decision 5-6 years ago, when I became CEO, and we looked at the game and how it was structured. The main issue we found was the lack of support from the commercial sector and the government sector,” Cavallucci expressed on the podcast.

“This meant there was always going to be significant cost pressure on the game. So we had to find a way to get us on a different path.”

FQ are no longer heavily reliant on the revenue made from registrations and have found solutions to ensure they maximise revenue in other areas of the sport to allow the fees to drop.

“We transformed the governance and competition structures. For competition we had the conference-based leagues, the pyramids, the junior FQ Academy system… all of those things allowed us to transition away from a reliance on registration fees,” he said.

“Registration fees used to represent 50% of our revenue and now it’s down in the 20’s.”

The key was in FQ’s ability to appeal to the government and private sector for more money, and the approach to this has been transformed by Cavallucci since he arrived as CEO in late 2019.

“Importantly we repositioned ourselves to appeal more to the corporate and to the government sector,” he said.

“Our corporate revenue is more than 20 times higher than it was five years ago. Our government revenue used to rake in $2 million a year, now it’s up to $30 million a year.

“The difference there has allowed us to maintain really affordable registration fees for everyone.”

Click here for the full interview with Rob Cavallucci, on Episode 16 of Soccerscene’s Off the Pitch Podcast – available on all major podcasting platforms.

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