SHERIDAN, WYOMING – May 15, 2025 – In a move that celebrates sport, community, and healthier lifestyles, Lidl has announced the extension of its sponsorship of the European Handball Federation (EHF) EURO events through 2028. This renewed partnership marks a full decade of collaboration and reinforces Lidl’s ongoing commitment to supporting athletes, fans, and families across Europe.
Bringing Fresh Energy to the Court
Lidl, the international retail giant, will remain the official fresh food partner for both the Men’s and Women’s EHF EURO championships in 2026 and 2028. This commitment spans four final tournaments and will continue to provide Lidl with extensive visibility across TV and digital platforms—bringing the energy of European handball to screens and homes far and wide.
More than just branding, Lidl’s involvement is centered around enriching the fan experience and inspiring future generations.
Celebrating Talent and Youth Engagement
One of the standout features of the partnership is Lidl’s presentation of the “Best Young Player” award, which made its debut at the Women’s EHF EURO 2024. This accolade recognizes emerging talent and encourages young athletes to strive for excellence.
In addition, Lidl will revive its beloved “Kids Team” initiative—an engaging program that gets children involved directly in the tournament, instilling values of teamwork, fitness, and fun.
- Best Young Player Award: Recognizes rising stars in European handball.
- Kids Team Initiative: Encourages kids to lead active lifestyles and experience the thrill of live sports.
“Lidl's ongoing partnership for the Men’s and Women’s EHF EUROs through to 2028, showcases its belief in the unifying power of sport, and all it can achieve in bringing people together,” said Martin Alles, Senior Vice President for Brand at Lidl International. “It’s about more than just the game; it’s about creating long-lasting moments and memories together, both on and off the court.”
Where and When to Catch the Action
Fans can already look forward to an exciting lineup of events:
- Men’s EHF EURO 2026: Hosted by Denmark, Sweden, and Norway from January 15 to February 1.
- Women’s EHF EURO 2026: Taking place December 3–20 across Poland, Romania, Czechia, Slovakia, and Türkiye.
- EHF EURO 2028: Men’s tournament in Spain, Portugal, and Switzerland; women’s in Norway, Denmark, and Sweden.
These premier events not only showcase world-class athleticism but also bring communities together through shared passion and unforgettable experiences.
A Decade of Partnership and Purpose
“With Lidl extending their partnership with the EHF EUROs until 2028, we will be looking at a decade of successful cooperation,” said Martin Hausleitner, EHF Secretary General. “This underlines the strength of the European Championships as a powerful platform for our sponsors and partners to increase their brand exposure as well as for activation to reach handball fans across Europe and worldwide.”
Michael Witta, Senior Vice President Marketing Sales and Services at Infront, echoed the sentiment: “Lidl’s renewed commitment underlines the value of long-term, purposeful partnerships in sport.”
Sport, Health, and Togetherness
For Lidl, this sponsorship is part of a broader mission to promote not only sport but healthier living and community togetherness. Whether through supporting top-tier athletes or encouraging kids to stay active, Lidl is helping shape a brighter, healthier future.
Fans, families, and food lovers alike can expect more memorable moments, energetic games, and a continued celebration of handball excellence in the years ahead.
Learn more at https://www.eurohandball.com