Lidl and Schwarz Group strike landmark UEFA partnership ahead of Euro 2028

Lidl has been confirmed as an official partner of UEFA's men's national team competitions as part of a broader long-term collaboration between UEFA and its parent company Schwarz Group, which has become the confederation's first strategic corporate partner in a deal running until 2030.

SportsPro reported that the five-year agreement covers UEFA Euro 2028, which will be co-hosted by the UK and Ireland, and will also provide support for UEFA's grassroots football initiatives alongside the commercial partnership.

Lidl's involvement with UEFA is not new — the retailer previously sponsored UEFA Euro 2024 in Germany and has backed the Europa League and Conference League. In October 2025, Lidl also became a sponsor of UEFA's women's national team competitions, committing to a five-year deal that includes the UEFA Women's Euro 2029 tournament.

The expanded arrangement introduces a second Schwarz Group brand into the partnership, with sustainability-focused company PreZero set to support UEFA's sustainability practices as part of the wider collaboration.

Guy-Laurent Epstein, UEFA executive director of marketing, said the confederation is combining its strengths with Schwarz Group to shape the future of European football in a sustainable, responsible and competitive way, adding that the partnership will leverage football to bring the passion for exercise and conscious nutrition beyond professional sport into grassroots football.

Jens Thiemer, chief customer officer for Lidl International, said the partnership creates sustainable added value for society and represents a further development of the collaboration with UEFA through the confederation's first strategic corporate partnership.

The deal marks a significant evolution in the commercial relationship between a major retail brand and a continental football governing body, establishing a model that integrates retail, sustainability and grassroots development under a single strategic framework.

Access the full breakdown of this UEFA and Schwarz Group partnership.