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Lidl adds France’s World Championship to handball sponsorship basket

German supermarket chain Lidl has agreed a deal to sponsor the 2017 Men’s World Handball Championship, which will take place in France from January 11-29.

Lidl will serve as the official fresh food partner of the national team tournament.

As part of the agreement, each participating country where Lidl has a presence will offer a special supply of event-branded healthy food.

Lidl will also benefit from advertising exposure during games, on the event’s website, in interview backdrops and via promotional stands.

Lidl’s Saguaro mineral water brand will serve as the official water of the tournament, while ticket giveaways will be organised on social media.

Lidl has a strong presence in French handball having partnered the National Handball League (LNH) club competition since July 2015 and the French Handball Federation since January.

France is the reigning world champion having defeated host nation Qatar in the 2015 World Championship final.