Lidl infuses freshness into the Lidl Germany Tour, emphasizing nutrition and fitness in cycling competitions
Lidl Sponsors Germany's Premier Cycling Event: The Lidl Deutschland Tour 2025
Lidl, the popular German supermarket chain, has taken on the role of the main sponsor for the Lidl Deutschland Tour 2025. This five-day professional cycling race will take place from August 20 to 24, 2025, covering approximately 741 kilometers across six cities: Essen, Herford, Arnsberg, Kassel, Halle (Saale), and Magdeburg.
As the "Official Freshness Partner," Lidl is not only supporting this major German cycling event but also associating its brand with sport and health. Other sponsors or supporting partners for the race have not been detailed in the current sources.
The Lidl Deutschland Tour 2025 features a prologue and four stages designed for sprinters and aggressive classics riders, emphasizing both sporting challenge and engagement. Star riders with Tour de France experience will be participating in the race.
In addition to sponsorship, Lidl is also promoting health and an active lifestyle through various activities around the stage locations of the tour. For instance, food trucks or Fresh Bikes will offer vegan "Vemondo" frozen yogurts, fresh fruit salad, and "Alesto" snacks in the starting and finishing areas. Lidl employees are also greeted by an exclusive food truck at the employee rides, where they cycle from one store along the route to the next official stage goal of the Germany Tour.
Moreover, Lidl is making customers aware of the Lidl Deutschland Tour in stores near the route. They are also sharing exciting and authentic insights into the Lidl Deutschland Tour on their Instagram channel with influencer Paul Ripke.
Alexander Lafery, Head of Marketing at Lidl Dienstleistung GmbH & Co. KG, stated that Lidl wants to support professional cycling and set an example for conscious nutrition and exercise. The Lidl Fresh Sprint is another initiative where cycling fans can win VIP tickets for the Lidl Germany Tour 2026, a limited-edition tour jersey 2025, or a 200-euro Lidl voucher.
For more information about the Lidl Deutschland Tour, visit www.deutschland-tour.com. For more information about Lidl in Germany, see here. This engagement is part of Lidl's social responsibility in the field of "promoting health."
Internationally, Lidl is a partner of the UCI WorldTeam and Women's UCI WorldTeam Lidl-Trek. Riders like Jonathan Milan will participate in this year's Lidl Deutschland Tour. The Lidl Deutschland Tour 2025 is a testament to Lidl's commitment to promoting health, sport, and community engagement.
- Lidl, as the main sponsor, is not only backing the Lidl Deutschland Tour 2025, a five-day cycling event, but also linking its brand with health-and-wellness and fitness-and-exercise.
- In addition to offering vegan food options and fresh fruit salad at the tour locations, Lidl is encouraging an active lifestyle through exclusive food trucks and employee rides.
- By supporting professional cycling and initiatives like the Lidl Fresh Sprint, Lidl is promoting conscious nutrition, exercise, and community engagement, thus demonstrating their commitment to science (in terms of health and sports) and lifestyle.
