Football as a Catalyst for Social Change: Lidl's Revolutionary Approach at UEFA Women's EURO 2025
Huizen, donderdag, 12 juni 2025.
Lidl is transforming its role in women’s football through a unique partnership with UEFA Women’s EURO 2025, going beyond traditional sports sponsorship. With the ‘Never Stop Growing’ motto, Lidl creates an impactful programme focused on personal development and equal opportunities. The most notable initiative is the Lidl Youth Camp in Switzerland, where one hundred girls aged 14-17 from twenty countries will receive professional football training, mental health workshops, and nutritional advice. Additionally, special activation teams will focus on diversity and inclusion during all 31 matches, while ‘Fresh Stations’ and a sustainable ‘Fresh Field’ demonstrate how sport, health, and social engagement intersect.
Lidl’s Strategic Partnership with UEFA Women’s EURO 2025
Lidl has announced an official partnership with the UEFA Women’s EURO 2025, with the discount supermarket committing to social themes such as personal development, diversity, and inclusion. Under the motto ‘Never Stop Growing’, Lidl will prominently support women’s football while simultaneously strengthening its brand strategy [1].
Lidl Youth Camp: Investing in Young Talents
As part of its initiative, Lidl is organizing a football camp in Switzerland in collaboration with #WePlayStrong for one hundred girls aged fourteen to seventeen from twenty countries, including the Netherlands. The three-day programme includes football training by UEFA coaches, sessions on mental health, and workshops about conscious nutrition [2].
Activation Teams and Social Impact
During all 31 matches, special Lidl activation teams will focus on diversity, inclusion, and respect in the stadiums. In the fan zones, various activities will be organized to inspire fans towards conscious choices, ranging from healthy food to stimulating an active lifestyle [3].
Sustainability and Healthy Nutrition
Lidl is committed to sustainable and healthy nutrition in line with the Planetary Health Diet. This will be visible through ‘Fresh Stations’ in the fan zones where fans receive fresh fruit and a special ‘Fresh Field’ in Zurich the size of a football pitch where sustainable food will be cultivated [4].
Unique Experience with Lieke Martens
Lidl Netherlands is offering a special opportunity to a girls’ football team: a day with professional footballer Lieke Martens. On 5 July, she will provide an inspiring training session, be present at the VERS conference, and share professional sports equipment with the players [5].