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Lidl expands handball engagement with EHF Euro deal

Supermarket chain Lidl has agreed to become an official sponsor of the European Handball Federation’s 2018 Men’s Championship.

Lidl will serve as the official fresh food partner of the national team tournament and receive extensive brand exposure throughout the event, which takes place in Croatia from January 12-28.

The rights package includes floor stickers on the courts at each game, as well as advertising on perimeter LED boards. Lidl will also carry official event branding on select products sold in its retail stores across Europe.

In addition, Lidl will run an activation where fans will have the chance to win tickets to watch live matches at the Arena Zagreb in the Croatian capital on the ‘Lidl Fan Sofa’.

Lidl also sponsored the 2017 World Handball Championship earlier this year.

The Infront Sports & Media agency, which brokered the latest deal on behalf of the EHF, said it has now filled six of the maximum eight official sponsor slots for the competition.

Lidl joins workwear manufacturer Engelbert Strauss, sports retailer Intersport, home appliance manufacturer Gorenje, pump manufacturer Grundfos, and banking group Raiffeisen Bank International.