Lidl signs multimillion pound deal to become the official supermarket for England’s football team

In its latest growth move, Lidl has been announced as the lead grassroots partner of The Football Association (the FA), the Football Association Wales (FAW) and the Scottish Football Association (Scottish FA) in a deal that lasts until 2018.


The German discounter will in turn provide professional coaching and has committed itself to offering 1.5 million opportunities for children to get involved with football annually.

The brand will also become the official supplier of water, fish, fruit and vegetables for Wayne Rooney and co as it aims to cement its position as a mainstream retailer.

Lidl, alongside Aldi, has hit 10% market share in the UK grocery market for the first time, according to the latest data from Kantar Worldpanel.

Hitting the mainstream

It is set to invest £1.5bn in its UK operation over the next three years as it moves to opens 50 new sites a year and it will also refurbish up to 150 existing stores in a bid to add more of an “upmarket” feel to its brand.

Ryan McDonnell, Lidl’s UK purchasing director, said the partnership with the FA to become England’s official supermarket, a role previously held by Tesco, will provide the discounter with exposure on a “national level.”

McDonnell also talked up the role of Lidl’s newly appointed media agency, Starcom Mediavest Group’s SPORTS at SMG division, in brokering the deal.

“This is a fantastic opportunity for Lidl and one that we are both excited and extremely proud to be a part of,” he said. “We look forward to building successful partnerships with the English, Scottish and Welsh FA’s in developing the sport of football at both national and community levels.”

Lidl’s move to sponsor the FA follows a similar move by rival Aldi. In August, Aldi unveiled a sponsorship deal with Team GB ahead of the Rio Olympics.

As part of the campaign, which aims to encourage the nation to eat fresh and affordable “Great British food”,  it has signed up UK athletes, including boxing Olympic champion Nicola Adams MBE, to promote Aldi’s mainstream health credentials.

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