German based supermarket Lidl will now be the official supplier of water, fish, fruit and vegetables for the English football team. Roy Hodgson’s boys will be served by the discounter under a multimillion- pound three-year deal with the Football Association which starts on First of December 2015. It will also be official supplier of fish, fruit and vegetables for Scotland and Wales after signing similar deals with their equivalent footballing bodies.
The deal also covers support for grassroots football including the provision of 1.5m sessions of professional coaching for children in England, Wales and Scotland. Ryan McDonnell, purchasing director for Lidl UK, said: This is a fantastic opportunity for Lidl and one that we are both excited and extremely proud to be a part of. We look forward to building successful partnerships with the English, Scottish and Welsh FAs in developing the sport at both national and community levels.
Martin Glenn, chief executive of the FA, said: Lidl has joined us at an exciting time as we focus our efforts on supporting the grassroots movement through better facilities and coaching. The skills programme is a great opportunity for young people to get involved in the game, hone their talents and have fun.
Tesco signed a similar deal with the FA to be official supermarket of the England team before the 2010 World Cup in South Africa, later saying this had helped sales of television sets. The retailer also had a separate seven-year arrangement to supports grassroots football with the FA, which came to an end last year when the company was struggling to cope with a dive in profits and an accounting scandal.
The supermarket, and the three other major traditional chains: Asda, Sainsbury’s and Morrisons, have been forced to cut prices and take a profit hit to prevent shoppers switching to fast-growing discounters Aldi and Lidl. Lidl’s tie-up with the England football team marks the next stage of its ambition to become a mainstream British retailer.