Lidl is expanding its commitment to cycling becoming the main sponsor and strategic partner of UCI WorldTour team Lidl-Trek.

The long-term partnership with one of the leading teams in international cycling begins with the women’s Giro d’Italia on June 30, 2023, and the men’s Tour de France on July 1, 2023.
A partnership that couldn’t be a better fit: Two international brands united by their commitment to performance. Together, Lidl and Trek have ambitious plans: To build a team in the global cycling scene that excites and inspires cycling fans, the next generation of women’s and men’s champions as well as all riders, casual and competitive. As partners, Lidl and Trek will not only focus on athletic success but also on all round health including exercise and sports as well as conscious nutrition. It is fundamentally important to both companies to promote a healthy and active lifestyle as part of their social responsibility.
The Lidl Malta Management, commented on this collaboration: “We are excited to support a strong, diverse team of top international athletes. Just as our Lidl products are accessible to everyone, cycling is a sport for everyone and suitable for anyone who wants to be more active in everyday life. In fact, we are convinced that healthy nutrition and an active lifestyle -shaped by sports and exercise- strengthen people’s well-being. We want to share this message with as many people as possible.”
“Part of our mission is to provide excellent customer service to our customers, and it’s clear that Lidl has the same mindset,” said Trek President John Burke “We look forward to working closely together to build the best cycling teams in the world while inspiring more people to use their bikes.”
This partnership is part of Lidl’s broader strategy which, as a leading company in the food retail industry, promotes consumption of fresh fruit and vegetable and physical activity. A commitment that in March 2023 led the Company to announce its collaboration with UCI Cycling World Championships as Official Fresh Food Partner.