By Mark Baber
November 18 – German discount supermarket chain Lidl, which has been rapidly expanding its operations in the UK, has signed partnership deals with The Football Association (the FA), the Football Association Wales (FAW) and the Scottish Football Association (Scottish FA) in a major deal that lasts until 2018.
Under the terms of the deal with the English FA, Lidl has become the “lead partner of FA Skills as well as Official Supermarket of the Three Lions.” The programme is expected to provide over a million opportunities to play football a year and will be given impetus through Lidl’s network of stores. The deal was brokered by Starcom Mediavest Group’s SPORTS at SMG division.
FA Chief Executive, Martin Glenn said: “Lidl have joined us at an exciting time as we focus our efforts on supporting the grassroots movement through better facilities and coaching.
“The Skills programme is a great opportunity for young people to get involved in the game, hone their talents and have fun.”
Ronny Gottschlich, Lidl UK CEO added: “This is a fantastic opportunity for Lidl and one that we are both excited and extremely proud to be a part of.
“We look forward to building successful partnerships with The FA, at both a national and community level throughout this great footballing nation.”
In Scotland, Lidl has become “an official grassroots partner of the Scottish FA, official supplier of selected products to the Scottish FA, and title sponsor of the Lidl Skills Centres.” The programme, which provides opportunities for boys and girls aged five to 12 of all abilities, incorporates the 12 current Scottish FA 2020 Development Centres (rebranded as Lidl Advanced Skills Centres).
Jim Fleeting, Scottish FA Director of Football Development said: “Grassroots football in Scotland will benefit from this exciting partnership with Lidl and we are grateful for their support. The Scottish FA’s community scheme will deliver a wide range of participation initiatives, including equality, diversity and inclusion, through our network of partners. These areas will be enhanced greatly and we look forward to working in partnership with Lidl to achieve the collective objective of increasing football participation across Scotland.”
Ryan McDonnell, Lidl UK Purchasing Director said: “This is a fantastic opportunity for Lidl and one that we are both excited and extremely proud to be a part of. We look forward to building successful partnerships with the Scottish, English and Welsh FAs in developing the sport at both national and community levels.”
In Wales Lidl UK is now the headline sponsor of the ‘Lidl Play More Football’ programme as well as Official Supplier for the FAW on selected products.
Ryan McDonnell, Lidl UK Purchasing Director said: “This is a fantastic opportunity for Lidl and one that we are both excited and extremely proud to be a part of. We look forward to building successful partnerships with the English, Scottish & Welsh FA’s in developing, the sport at both national and community levels.”
Jonathan Ford, CEO of The FAW said: “We are extremely excited to welcome a brand such as Lidl within our partner family. Lidl are committed to help develop the game on a local level – increasing participation of children and developing the next generation of young coaches and leaders. The Play More Football programme is the first of its kind in structure and will be a great platform for Lidl to engage with families.”
Despite some tongue in cheek comments in the media about a German take-over (and obligatory reminders of 1966) Lidl’s involvement in creating more grassroots opportunities and partnering with the national teams is powerful statement of commitment to the UK market. The role of the FA’s official supermarket was previously held by Tesco who are very much on the defensive in the face of a German onslaught on their business.
Lidl, alongside German discount chain Aldi, has already taken 10% of the UK grocery market and is set to invest £1.5 billion in UK operation over the next three years, opening up 50 new sites a year and refurbishing up to 150 existing stores in a bid to create a more upmarket perception of its brand.
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