Lidl becomes official partner of the UEFA Europa League and UEFA Conference League for three years, after its sponsorship of the Eurocup this summer was a success.
16 million new customers
The new partnership stems from a successful Eurocup collaboration, says the German discounter. The retailer attracted 16 million new customers in its Lidl Plus app and distributed 91 tonnes of fruit to football fans at the venues.
Lidl claims it was the most noticed brand partner: more than half of viewers identified the chain as a brand partner faster than the other partners, according to YouGov. That turned out to be a 32% increase compared to before the tournament.
In both the UEFA Europa League and UEFA Conference League, Lidl gets to call itself a ‘Fresh Fruit Partner’. The discounter will not only be present with advertising on TV, in the stadium and on commercial displays, but will also sell fresh food in the stadiums and conduct activations in supermarkets.