It's all go on the budget supermarket front – earlier today we revealed that Aldi has backed the #choosecycling campaign and now we learn that Lidl is to co-sponsor a pro cycling team.
From January 2016 Lidl will adorn the race outfit of the Etixx – Quick-Step Cycling Team. The Belgian retailer has signed a two-year contract as a co-sponsor of the team. The Lidl logo will be seen on the likes of Tom Boonen, Tony Martin and Zdenek Štybar.
Lidl Belgium Purchasing and Marketing Director Jeroen Bal said: “The motivation for our sponsorship is to use cycling and the team to spread awareness of Lidl as a key supplier for fresh products."
Lidl has almost 10,000 stores, spread across 26 countries. In 2018 the chain plans to open its first store in the United States.
Team CEO Patrick Lefèvere said: “Naturally we are delighted with the arrival of Lidl as a sponsor. I’m really happy that they chose our team for their sports sponsorship. The fact that we participate in the biggest cycling races and have some of the top names in cycling is certainly a bonus for global brands such as Lidl. We are looking forward to seeing how they use the team and our platform creatively, to tell their story as a fresh-food specialist.”
Rider Tony Martin said: "I think Lidl will be a strong partner, and they will support us really well. I also think we can give back to them, and we will be a good investment like we also are for the current sponsors."
He added: "I have a lot of personal experience with Lidl. I shopped there a lot as a child with my parents, and I shop there currently. Having them as a partner is special. The last years have not been so easy in cycling. A world brand like Lidl as a partner in cycling is a really good sign for the sport."