Lidl has been named as a lead grassroots partner of The Football Association (FA), as the grocer looks to grab further market share.
The three-year deal, which kicks off today, also sees Lidl become the official supermarket of the England football eam and supplier of selected products to the Football Association Wales (FAW) and the Scottish Football Association (Scottish FA).
Through the deal, the German grocer will provide financial support to enable chidren across the UK to receive professional football coaching.
Ryan McDonnell, purchasing director for Lidl UK, 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 and Welsh FAs in developing, the sport at both national and community levels.”
Martin Glenn, chief executive of the FA 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.”
The tie-up with the three associations comes as it was revealed earlier today that Lidl’s market share had reached a new high of 4.4% on the back of sales growth of 19%, according to figures from Kantar Worldpanel.
Last month Lidl launched the first of a host of new concept stores in Rushden, Northamptonshire as it splashes £1.5bn into revamping and expanding its UK estate.