UEFA has announced a landmark strategic corporate partnership with Europe’s largest retailer, the Schwarz Group, marking the confederation’s first such long-term collaboration. Departing from traditional sponsorship models, the deal emphasizes partnership-driven initiatives focused on innovation, social responsibility, and sustainability rather than event-centric branding.
The Schwarz Group brands Lidl and PreZero will lead the strategy. Lidl will support UEFA Grassroots programs, UEFA Take Care, and become the exclusive sponsor of UEFA Football in Schools across all 55 member federations. These programs aim to integrate balanced nutrition, physical activity, and sport into children’s daily routines. UEFA also plans a pan-European digital platform to deliver educational content, online courses, and practical guidance for teachers and coaches.
“Lidl will support projects that integrate balanced nutrition, physical activity and sport into children’s everyday lives,” UEFA said, highlighting the focus on participation, player development, and grassroots foundations of European football.
PreZero, an international circular economy company, will enhance UEFA’s sustainability initiatives by implementing scalable waste-reduction strategies, optimizing recycling systems, and tracking environmental performance. UEFA’s Nyon headquarters will serve as a pilot site for certified circular standards, demonstrating best practices across competitions, stadiums, and operations.
Jens Thiemer, Chief Customer Officer at Lidl International, stated: “We are creating sustainable added value for society with UEFA’s first strategic corporate partnership. Football provides the platform to bring conscious nutrition and exercise to grassroots clubs, schools, and communities.”
Guy-Laurent Epstein, UEFA Executive Director of Marketing, added: “Together with Schwarz Group, we are shaping the future of European football in a sustainable, responsible, and competitive way. Lidl and PreZero allow us to extend football’s impact beyond stadiums into education and environmental innovation.”
The Schwarz Group, Europe’s leading retailer, operates Lidl and Kaufland supermarkets, employs over 550,000 people in 32 countries, and posted approximately €175 billion in revenue in 2025. The partnership extends Lidl’s sponsorship to UEFA men’s national team competitions through 2030 and continues its support for women’s national team tournaments and club competitions, including the Europa League, Conference League, and UEFA EURO 2028.