Lidl extends backing of EHF Euro

Supermarket chain Lidl has extended its association with the European Handball Federation’s men’s European Championship by agreeing to partner next year’s event.

Lidl will serve as the exclusive official fresh food partner of Euro 2020, which will be co-hosted for the first time by three countries from January 9-26 in Sweden, Austria and Norway.

The company will support the event with fresh food and water for players, representatives, referees and volunteers in order to raise awareness about the importance of exercise and health-conscious nutrition.

The partnership, which follows Lidl’s sponsorship of the 2018 event in Croatia, provides the retailer with broad visibility through exposure on LED boards, floor stickers and interview backdrops.

This will be complemented by a focus on digital activation, with branded content, tailor-made clips for Lidl’s key markets and other similar methods to reach and engage with handball fans via social media.

The ‘Fan Sofa’ will also return, providing selected fans with one of the best views in the arena through a dedicated and exclusive seating area within the stands for all matches.

The sponsorship, brokered by the EHF’s media and marketing partner Infront, will be activated on the court during halftime with an additional option to feature promotional booths in all fan villages.