Lidl bags LNH title sponsorship deal, extends with DHB

The French National Handball League (LNH) has signed a title sponsorship agreement with Lidl, while the German supermarket chain has also extended its partnership with the German Handball Federation (DHB).

As part of the LNH’s agreement with the chain, its top-tier Division 1 competition will officially be titled the Lidl Starligue. According to French newspaper L’Équipe, the two parties have agreed a four-season deal, which will be worth €4m ($4.5m) per year.

Lidl will operate fan zones and organise in-store activations to promote the partnership. In August, Lidl France signed its first sports sponsorship at a national level by becoming an official supplier of the LNH.

Meanwhile, Lidl has signed a one-year extension to its partnership with the DHB. In January, Lidl signed an initial year-long deal to become the official food partner of the body and the new deal will cover the duration of 2017.

Lidl currently enjoys branding on various in-arena surfaces during German national team games, as well as in match-day programmes and on the DHB website. The extension was brokered by the Lagardère Sports agency.