UEFA has announced a landmark agreement with the companies of Schwarz Group, naming them the organisation’s first strategic corporate partner. The long-term partnership includes the group’s brands Lidl and PreZero, reflecting a shared commitment to strengthening European football through innovation, sustainability and social responsibility.
Under the agreement, Lidl will support a range of social, educational and grassroots initiatives across Europe. The retailer will serve as a sponsor of UEFA Grassroots and UEFA Take Care programmes, while also becoming the exclusive sponsor of UEFA Football in Schools, which operates across all 55 UEFA member associations.
Through the partnership, Lidl will promote initiatives that integrate balanced nutrition, physical activity and sport into children’s daily lives. The collaboration is designed to support grassroots participation, player development and overall health and wellbeing, reinforcing the role of grassroots football as the foundation of the European football pyramid.
UEFA and Lidl also plan to launch a pan-European digital platform aimed at helping national associations deliver the UEFA Football in Schools programme more effectively. The platform will combine football education with guidance on healthy nutrition and physical activity, offering practical resources and online courses for teachers and coaches.
The companies will also build on the success of the Lidl Youth Camp 2025 to inspire and nurture young talent. In addition, Lidl will partner with the UEFA Grassroots Awards and serve as presenting partner during UEFA Grassroots Week each September, helping recognise and strengthen grassroots football initiatives across the continent.
Meanwhile, PreZero, a circular economy specialist, will work with UEFA to implement scalable sustainability solutions across competitions, stadiums and organisational operations in line with UEFA’s environmental strategy. Drawing on its experience with major clubs and venues, PreZero will support waste reduction, improved recycling systems and environmental performance monitoring through data-driven processes.
The partnership will also include training programmes for football organisations and stakeholders to help them meet evolving sustainability requirements while improving resource management. UEFA’s headquarters in Nyon will act as a pilot site for certified circular economy standards, demonstrating best practices for the broader football ecosystem.
The agreement further strengthens Lidl’s relationship with UEFA, building on its existing sponsorship of women’s national team competitions as well as the UEFA Europa League and UEFA Europa Conference League. Lidl will now also become a sponsor of UEFA men’s national team competitions through 2030.
The partnership builds on a collaboration that began in 2024 when Lidl joined as an official partner of UEFA EURO 2024 and the two UEFA men’s club competitions, before expanding in 2025 to include women’s national team tournaments such as UEFA Women’s EURO 2025.
The new sponsorship also covers UEFA EURO 2028, which will be hosted by the United Kingdom and the Republic of Ireland. Lidl will join existing tournament partners including Adidas, Atos, Carlsberg, Coca-Cola, Qatar Airways and Visit Qatar as official sponsors of the competition.
UEFA executive director of marketing Guy-Laurent Epstein said, “We are delighted to welcome the companies of Schwarz Group as our first strategic corporate partner. Together, we are combining our strengths to shape the future of European football in a sustainable, responsible and competitive way. Alongside Lidl, we will leverage the power of football to bring the passion for exercise and conscious nutrition beyond professional sports into grassroots sports. PreZero is the ideal partner to drive the transformation from a linear to a circular economy. Together, we will achieve a measurable impact in stadiums and enable football organisations to make waste management and resource conservation economical, sustainable and future-proof.”
Lidl International chief customer officer Jens Thiemer shared, “We are further developing our collaboration with UEFA in such a targeted manner and are creating sustainable added value for society with the first strategic corporate partnership of UEFA. With the help of UEFA and the power of football, we bring our expertise in conscious nutrition to exactly where it makes a difference: to coaches, parents, and children in grassroots sports. After all, social change is not only decided in the stadium, but above all in the schoolyard and in local clubs.”
PreZero International managing director marketing & corporate affairs Marcus Sagitz added, “As a pioneer of the circular economy, we are sending a strong signal: if the transition from linear waste management to a functioning circular economy in European professional sports is successful, it will serve as a model for many parts of the economy. Today, the circular economy is an economic necessity. That is why we empower associations and clubs to combine sustainability with economic efficiency and prove on the main football stage that the preservation of valuable resources and top-class sports are inseparable.”
