uci Serves Up Fresh Food Partner
The 2023 UCI Cycling World Championships has signed a sponsorship agreement with European retailer Lidl.
The deal sees the supermarket become official fresh food partner of the inaugural event, which will feature 13 cycling disciplines and take place in Glasgow and across Scotland from 3rd to 13th August 2023.
The partnership will aim to ‘advocate the importance of a balanced diet and physical activities such as cycling’ and is described as part of ‘a wider policy-led commitment from the Scottish Government and Glasgow City Council to increase cycling participation across the nation’.
Amina Lanaya, UCI Director General, commented, “Lidl is a fitting international partner for the 2023 UCI Cycling World Championships which are expected to be followed by more than a billion people worldwide. Lidl shares our belief that cycling is for everyone and will help us achieve one of the key event objectives, which is to reach a large domestic and international non-core audience and promote the many health benefits of riding a bicycle.”
Trudy Lindblade, CEO of the 2023 UCI Cycling World Championships, added, “I am delighted to welcome Lidl on board as our first major new sponsor for the 2023 UCI Cycling World Championships. As an international retailer they share our vision to engage new audiences in cycling and supporting people to make a positive transformation in their lives by cycling more and eating more healthily.
“Our policy-led sponsorship approach is designed for brands and organisations with the ambition to effect real and life-changing impact. In Lidl we are proud to have found a partner to help us reach our goals on the international stage.”
Jeroen Bal, Divisional Board Member (Customer) of Lidl International, commented, “We are excited by the opportunity to be involved in such an innovative and unique event. The “Fresh Food Partnership” perfectly demonstrates Lidl’s ambition to contribute to a healthy and active lifestyle by providing more conscious and healthier food choices.
“As a ground-breaking global event, we look forward to working with the 2023 UCI Cycling World Championships to inspire people to include more vitality and sportiness in their daily life.”
More than 8,000 Elite and Amateur riders from more than 120 countries will compete in the UCI Cycling World Championships. The UCI recently appointed UK-based sports management and promotion company Cube Partnerships (Cube) as the master licensee.
