French Handball Championship D1 Becomes 'Lidl Starligue' In Naming Rights Partnership

The French Handball Championship, D1, has “officially become the Lidl Starligue," according to L’ÉQUIPE. The National Handball League (LNH) signed a title sponsorship with the German supermarket chain until ’20 in a deal reportedly worth close to €1M ($1.1M), “activation and communications included.” LNH President Philippe Bernat-Salles said, “This is a highlight for French handball. We have aspirations to push forward, and I am delighted to continue this adventure with partners including Lidl” (L’ÉQUIPE, 5/31). The Lidl Starligue will now have a new logo. The partnership is not just a league title sponsorship, but also includes naming rights to the Coupe de la Ligue and Trophy of Champions (LNH).

EARLY EXTENSION: The German Handball Federation (DHB) signed an early contract extension with supermarket chain Lidl through '17. Lidl will remain the federation's official grocery partner (DHB). Lidl "is expected to pay a low six-figure amount per year for the rights" (SPONSORs, 5/31).