Published on October 6th, 2026
Location: Germany
Lidl Extends Global Partnership with the IHF
Neckarsulm, 6 October 2026 – Lidl has extended its global commitment to handball, securing its position as the Official Fresh Food Partner of the International Handball Federation (IHF) World Championships. The extension of the contract covers the 2027 and 2029 IHF Women's and Men's World Handball Championships, as well as the U20 Women's and U21 Men's World Championships, and forms the basis for the continuation of the partnership until 2030. SPORTFIVE, the exclusive marketer of the global media and marketing rights for all IHF World Championships until 2031, brokered the partnership.
The contract extension comes at a special time: in early 2027, Lidl and the IHF will celebrate the tenth anniversary of their partnership. Since the partnership began in 2017, Lidl has expanded its international handball presence, reached millions of fans, and promoted an active lifestyle characterised by exercise, sport, and a balanced diet featuring fresh food on one of the biggest stages in international sport. Lidl will also be a partner of the European Handball Federation (EHF) for the Men’s and Women’s European Championships in 2026 and 2028, as well as the qualifying matches and the Men’s EHF EURO Cup. At a national level, Lidl also supports the men’s and women’s national federations in Germany, Denmark, France, Croatia, Sweden, Slovenia and Austria, establishing itself as the largest partner in handball.
As Official Fresh Food Partner, Lidl brings together top-class sport with a balanced diet and an active lifestyle. The focus is on initiatives that bring fans of all ages together and demonstrate the close link between exercise and fresh food.
Examples include the Lidl Kids programme, in which children walk onto the pitch with the national teams, and the international Lidl Youth Camp, which nurtures young talent. There is also the Fresh Lounge, which offers unprocessed food options such as fresh fruit, vegetables, and Alesto nuts, as well as the exclusive Best Young Player Award, which recognises outstanding young players.
Robin Ruschke, Head of Marketing and Senior Vice President at Lidl Stiftung & Co. KG, says: “For ten years, we have enjoyed a strong partnership with the IHF World Championships that goes far beyond traditional sponsorship. Together, we create experiences that inspire people's excitement for handball and encourage them to lead an active lifestyle and follow a balanced diet. I look forward to turning the page on the next chapter and continuing to captivate fans around the world in the years to come.“
Dr. Hassan Moustafa, President of the IHF, adds: “I am delighted that our partnership with Lidl will continue through to 2030 across our flagship IHF World Championships. Lidl is a truly dedicated partner that shares our mission to grow handball worldwide and connect with communities. Our collaboration goes on the court, but also off the court, from inspiring young fans through the Lidl Kids Team to honoring emerging talent with the Best Young Player Award. On behalf of the IHF, I thank Lidl for their trust and passion for investing in the future of our sport.“
"With its global reach, passionate fanbase and continuously growing international profile, handball offers brands a uniquely powerful platform for engagement", says Robert Müller von Vultejus, Chief Growth Officer at SPORTFIVE. "Lidl has made impressive use of this opportunity in recent years, bringing the partnership to life through consistent and meaningful activation. Extending this collaboration through 2029 is a strong endorsement of the sport’s momentum and the value of the IHF World Championships as a global marketing platform."
By extending this partnership, Lidl is reaffirming its long-term commitment to international sport. Through authentic fan experiences, international campaigns, and combining top-class sport with fresh produce, the company aims to engage people worldwide and support the international handball community in the long term.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Handball, Motorsport, Esports, Cricket, Tennis, American Football, Basketball, Hockey, Rugby, Olympics and Multi-Sport Events, Wintersports and many more.
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About IHF
Founded in 1946, the International Handball Federation (IHF) is the global governing body for handball and its disciplines. It represents 209 member federations and organises all World Championships in indoor, beach and wheelchair handball.
With the objective of continuously developing and promoting Olympic handball and its disciplines worldwide, the IHF has launched several global initiatives focused on collaboration and education to raise the level of the sport across all regions. By promoting the Olympic values, the IHF strives to unite the global handball community around a shared goal: contributing to a more peaceful and better world through sport.
Press contacts
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Mara Kottke
Senior Manager Marketing Communications
mara.kottke@sportfive.com
