UEFA names Schwarz Group companies first strategic corporate partner as Lidl expands sponsorship to 2030

UEFA has agreed a landmark partnership with the companies of Schwarz Group, appointing Lidl and circular-economy business PreZero as its first strategic corporate partner in a long-term deal covering competitions, grassroots initiatives and sustainability delivery.The agreement gives UEFA a new category of top-tier relationship that combines commercial rights with operational collaboration, as governing bodies seek sponsors that can also help deliver ESG and participation targets across the football pyramid.Guy-Laurent Epstein, UEFA’s executive director of marketing, said: “We are delighted to welcome the companies of Schwarz Group as our first strategic corporate partner. Together, we are combining our strengths to shape the future of European football in a sustainable, responsible and competitive way.”Lidl will become a sponsor of UEFA men’s national team competitions until 2030, adding to its existing UEFA portfolio across women’s national team competitions and UEFA’s men’s club competitions, including the UEFA Europa League and UEFA Conference League.The new rights package includes UEFA EURO 2028 in the United Kingdom and the Republic of Ireland, placing Lidl alongside other tournament sponsors as UEFA builds its commercial line-up for the next men’s European Championship cycle.Beyond competition branding, Lidl will back UEFA Grassroots and UEFA Take Care and will be the exclusive sponsor of UEFA Football in Schools, which operates across all 55 UEFA member associations.UEFA and Lidl plan to launch a pan-European digital platform designed to help national associations deliver Football in Schools. The platform will combine football, education and healthy nutrition content, with practical guidance and online courses aimed at teachers and coaches.Jens Thiemer, chief customer officer at Lidl International, said: “With the help of UEFA and the power of football, we bring our expertise in conscious nutrition to exactly where it makes a difference: to coaches, parents, and children in grassroots sports.”Lidl will also build on its Lidl Youth Camp programme and will support the UEFA Grassroots Awards and UEFA Grassroots Week in September, with the activation focus geared towards participation, player development and health outcomes.PreZero’s role centres on deploying circular-economy solutions across UEFA competitions, stadium environments and organisational operations, aligned with UEFA’s sustainability strategy and evolving resource-management standards.UEFA said its headquarters in Nyon will act as a pilot site for certified circular standards, with PreZero providing operational and strategic support to reduce waste, optimise recycling systems and measure environmental performance using data-led processes.Marcus Sagitz, managing director marketing and corporate affairs at PreZero International, said: “We empower associations and clubs to combine sustainability with economic efficiency and prove on the main football stage that the preservation of valuable resources and top-class sports are inseparable.”The partnership signals a broader shift in major-rights sponsorship towards multi-year relationships that blend brand exposure with delivery capability, as organisers face rising expectations from regulators, cities, fans and commercial partners on social impact and environmental performance.