Lidl Extends Partnership with UEFA to Support Women’s Football Through 2030

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Image Credit: Richard Juilliart / Shutterstock.com

UEFA has announced that Lidl, one of Europe’s leading food retailers, has signed a new five-year agreement to continue as a women’s national team football partner through to 2030.

Following the success of their UEFA Women’s EURO 2025 partnership, Lidl will remain an official partner for UEFA Women’s EURO 2029. The agreement also includes sponsorship of the 2025, 2027 and 2029 editions of the UEFA Women’s Nations League as well as the UEFA Women’s European Qualifiers.

The renewed commitment highlights Lidl’s dedication to promoting women’s sport across Europe, maintaining its focus on healthy lifestyles, community engagement and youth empowerment through football.

A key feature of the partnership will be the return of the Lidl Kids Team player mascot programme at UEFA Women’s EURO 2029, giving children across Europe a once-in-a-lifetime opportunity to walk onto the pitch with their football heroes. 

Guy-Laurent Epstein, UEFA Executive Director of Marketing, expressed his excitement for the partnership,  

“We are delighted to build on our successful partnership with Lidl – a brand that shares UEFA’s values and long-term vision for women’s football. Over the next five years, we will continue working together to harness the power of the women’s game to inspire communities, promote healthy lifestyles and deliver enhanced fan experiences.” he said in a press release. 

Jens Thiemer, Chief Customer Officer Lidl International, also shared a similar sentiment about the partnership. 

 “The extension of this partnership is a testament to our shared belief that women’s football deserves equal passion and support as men’s football. From the record-breaking number of fans welcomed in Switzerland at the UEFA Women’s EURO 2025 to the young women who found inspiration at our Lidl Youth Camp, we’ve seen first-hand how sport can transform lives,” Thiemer said in a press release. 

‘Looking forward to 2029, we’re thrilled to extend our commitment and bring the Lidl Kids Team experience to women’s football, creating those unforgettable moments where dreams become reality on the biggest stage.”

The renewed collaboration not only strengthens Lidl’s presence as a champion of equality and community engagement but also supports UEFA’s mission to elevate the women’s game to new commercial and cultural heights across Europe.

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Community Spirit Shines on AFC Grassroots Football Day 2026

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Image credit: Football Australia

This week, Football Australia (FA) celebrated AFC Grassroots Football Day 2026, championing the people and communities who continue to hold up a safe, inclusive and supportive environment in the football landscape.

‘For all, for life’

In collaboration with Football NSW, Canterbury Football Association and community club, Balmain & District Football Club, the day reflected the very best of what football provides.

The event brought in participants of all ages – from 4-74 years-old – and reached a total of 400 people. Girls-only programs, all-abilities sessions and over-age football ensured all were catered for.

Such a diverse range of participants builds on a wider drive during FIFA World Football Week, which seeks to promote the sport not just as the dazzling lights of 100,000-seater stadiums, but as a way to foster community spirit and social development.

Furthermore, FA support through its Club Changer program was a welcome addition to the action, emphasising the organisation’s commitment to nurture a real love for the game across communities in Australia.

“Through Club Changer we support our clubs to provide a safe, fun and enjoyable environment where everyone is welcome; whether that be as a player, volunteer, referee or supporter,” explained National Program Manager Club Development at FA, Grace Lambourne.

“Everyone should feel they belong and are welcome to play, stay, and love the game.”

 

A welcome celebration

While the upcoming FIFA World Cup will no doubt inspire millions of future Socceroos and Matildas, events like the AFC Grassroots Football Day represent something beyond just inspiration.

It is a platform. An opportunity to express a love for football and to connect with others while doing so.

And connections between the professional and grassroots game is more important than ever if Australia is to nurture the next generation of talent.

This is particularly clear in the rise of women’s football across the nation. Since the FIFA Women’s World Cup, female participation rose by 32%, and registrations for the MiniTillies Program skyrocketed from 264 in 2023, to 1223 in 2024.

The professionals spark passion. But communities turn that passion into playing time.

That is why celebrating grassroots football – and the volunteers and families who sustain it – is a vital part of Australia’s football future. Together, FA and the AFC are creating strong foundations built on positivity, engagement, and inclusivity for all with a love for the beautiful game.

FA partners with Coca-Cola ahead of FIFA World Cup 2026

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Image credit: Football Australia

The two-year partnership will place the global soft-drink giants as the Official Supplier for Australia’s Men’s and Women’s senior national teams.

 

Global partner, global stage

As the Socceroos look to deliver performances on the pitch at this summer’s tournament, it is a move off the pitch which will capture the imagination of fans across the country.

Football Australia announced an exciting deal with Coca-Cola, designed to align the global reach of football – and of the brand itself – to unite and engage fans this summer as well as during the FIFA Women’s World Cup 2027.

Thus, through national campaigns featuring prize draws and the chance to access various rewards, Coca-Cola will help to drive passion and interest in upcoming major tournaments.

“This partnership brings together the global scale of Coca-Cola with the passion and reach of football in Australia, creating new opportunities to connect with fans across the country,” explained FA CEO, Martin Kugeler, via press release.

“The upcoming FIFA World Cup 2026 represents a key moment for the CommBank Socceroos, and the Coca-Cola campaigns will help bring supporters closer to the team through unique and engaging experiences.”

Furthermore, with the FIFA Women’s World Cup 2027 also set to enjoy similar campaigns by Coca-Cola, the partnership’s impact and reach will extend across both the men’s and women’s game.

 

Marketing power

As football continues to grow – both in financial power and population reach – collaborations with global brands are now an expected aspect of tournament build-ups.

The Royal Spanish Football Federation (RFEF) also struck a deal with fashion brand Loewe, set in place for the next four years. In a similar vein, England’s off-pitch teamwear will feature the marks of both Nike and Palace Skateboards, while France will receieve their prematch jersey from Nike and Jacquemus.

This is the state of the landscape. Aligning global brands and household names with a sport capable of reaching billions at once.

Values, reach and connecting with fans. Three key ingredients to a successful collaboration.

Such alignment is key to the partnership between FA and Coca-Cola, as recognised by Managing Director, Coca-Cola Europacific Partners, Orlando Rodriguez.

“For nearly 90 years, Coca-Cola has been a part of the fabric of Australian life – bring people together through shared moments,” said Rodriguez.

“Partnering with Football Australia reflects our continued commitment to connecting communities through experiences that unite the nation, with the CommBank Socceroos and Matildas at the heart of that.”

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