Lidl Extends Reach In Handball With 2017 IHF Men's World Championships Deal

After acquiring the naming sponsorship to the French professional handball league, supermarket chain Lidl has “partnered with the 2017 Int’l Handball Federation Men’s World Championships,” to be played in France, according to Marie Burcklé of SPORTBUZZ BUSINESS. The brand has been “an expected partner since its involvement in the sport has increased in the past year.” Lidl is positioned on a number of activations, including “official fresh food partner.” With the partnership, Lidl “joins French bank Caisse d’Epargne as an “official sponsor.” The deal includes brand visibility on the court and LED signage, “as well as media spots during the event.” Promotion stands will be located in “all venues of the competition.” To complete the partnership, Lidl water brand Saguaro “will be the official water brand of the championships” (SPORTBUZZ BUSINESS, 11/10).