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Sponsorship deal sees Lidl become main partner of 2023 UCI Cycling World Championships

THE 2023 UCI Cycling World Championships and one of Europe’s leading retailers, Lidl have signed a major sponsorship agreement.  

The deal sees Lidl become Official Fresh Food Partner for this inaugural event which will bring together 13 of cycling’s UCI World Championships into one mega event at venues in Glasgow and across Scotland between 3 and 13 August 2023.

The 2023 UCI Cycling Worlds are part of a wider policy-led commitment from the Scottish Government and Glasgow City Council to increase cycling participation across the nation and to encourage healthier and more sustainable choices. 

Official Fresh Food Partner Lidl supports accessibility to a conscious and healthy lifestyle in all countries in which Lidl is active. Together with the Union Cycliste Internationale (UCI) – the world governing body for cycling and the organisers of the 2023 UCI Cycling Worlds – the collaboration advocates the importance of a balanced diet, and physical activities, such as cycling, to Lidl customers and a wider global audience.

As part of Lidl´s overarching sustainability strategy, within the focus area of promoting health, Lidl has adopted an international package of measures designed to support conscious nutrition. By developing its assortment and communication, the fresh food discounter aims to make it easier for customers to make conscious purchase decisions for healthy, responsibly sourced products.

The German headquartered company of the Schwarz Group boasts an international presence with over 12,000 stores across 31 countries in Europe and the USA. With over 100 nationalities represented amongst their staff, Lidl will participate in the universality and diversity this unique event encapsulates.

Over 8,000 elite and amateur riders from more than 120 countries are competing in the championships, expected to become one of the world’s most watched sporting events in 2023. 

Lidl is joining long-term partners of the UCI in this purpose-led journey with the values of the ‘Power of the Bike’ campaign at its core.  

Jeroen Bal, Divisional Board Member (Customer) from Lidl International said: “We are excited at the opportunity to be involved in such an innovative and unique event. The “Fresh Food Partnership” perfectly demonstrates Lidl’s ambition to contribute to a healthy and active lifestyle by providing more conscious and healthier food choices. As a ground-breaking global event, we look forward to working with the 2023 UCI Cycling World Championships to inspire people to include more vitality and sportiness in their daily life.” 

Amina Lanaya, UCI Director General said: “Lidl is a fitting international partner for the 2023 UCI Cycling World Championships which is expected to be followed by more than a billion people worldwide. Lidl shares our belief that cycling is for everyone and will help us achieve one of the core event objectives which is to reach a large, domestic and international non-core audience and to promote the many health and wellbeing benefits of riding a bicycle.” 

Trudy Lindblade, CEO of 2023 UCI Cycling World Championships added: “I am delighted to welcome Lidl as our first major new sponsor for the 2023 UCI Cycling World Championships. As an international retailer they share our vision to engage new audiences in cycling and supporting people to make a positive transformation in their lives by exercising and eating more healthily.  Our policy-led sponsorship approach is designed for brands and organisations with the ambition to effect real and life-changing impact. In Lidl we are proud to have found a partner to help us reach our goals on the international stage.”