The UCI Cycling World Championships announces a new partner

The agreement is for Lidl to become the official fresh food partner for the inaugural event which will bring together 13 UCI World Cycling Championships into one mega event at venues in Glasgow and across Scotland between 3rd and 13th August 2023.

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

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Lidl’s official fresh food partner supports access to a conscious and healthy lifestyle in all countries in which Lidl is active.

Together with the Union Cycliste Internationale (UCI) – cycling’s global governing body and organizers of the 2023 UCI Cycling Worlds – the collaboration advocates the importance of a balanced diet and physical activities, such as cycling, to Lidl’s customers and a wider global audience.

As part of Lidl’s overall sustainability strategy, and in the area of ​​focus on health promotion, Lidl has adopted an international package of measures designed to support mindful nutrition.

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Through assortment development and communication, the Fresh Food Discount Program aims to make it easier for customers to make informed purchasing decisions for healthy and responsible products.

Headquartered in Germany, the Schwarz Group boasts an international presence with over 12,000 stores in 31 countries in Europe and the USA. With more than 100 nationalities represented among its staff, Lidl will share in the universality and diversity that this unique event embodies.

More than 8,000 elite and amateur competitors from more than 120 countries compete in the tournament, and it is expected to become one of the most watched sporting events in the world in 2023.

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Lidl joins the UCI’s long-term partners on this purpose-driven journey with the “Power of the Bike” campaign values ​​at their core.

Jeroen Pal, Board Member (client) of Lidl International, said: “We are excited about the opportunity to participate in such an innovative and unique event. The Fresh Food Partnership perfectly illustrates Lidl’s ambition to contribute to a healthy and active lifestyle by providing more conscious and healthier food choices.

“As a leading global event, we look forward to working with the 2023 UCI Cycling World Championships to inspire people to include more dynamism and sport in their daily lives.”

UCI General Manager Amina Lanaya said: “Lidl is a suitable international partner for the 2023 UCI World Cycling Championship which is expected to be followed by more than 1 billion people worldwide.

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“Lidl shares our belief that cycling is for everyone and will help us achieve one of the event’s primary goals which is to reach a large domestic and international non-core audience and promote the health and well-being benefits of cycling.”

Trudi Lindblad, CEO of the 2023 UCI World Cycling Championships, added: “I am delighted to welcome Lidl as our first new major sponsor of the 2023 UCI World Cycling Championships.

“As an international retailer, they share our vision of engaging new audiences with cycling and supporting people to make a positive transformation in their lives through exercising and eating healthier.

“Our policy-led sponsorship approach is designed for brands and organizations with the ambition to make a real, life-changing impact. At Lidl we are proud to have found a partner to help us reach our goals on the international stage.”