Lidl, one of the leading food retail industry companies in Europe, has been announced as the ‘Official Fresh Food Partner’ for the 2021 IHF Men’s World Championship in Egypt, which is set to throw-off on Wednesday (13 January).

The deal, brokered by IHF Marketing and TV Rights Partner SPORTFIVE, sees Lidl continue their sponsorship of the IHF Men’s World Championship for the third time, which started with France 2017 and continued with Germany/Denmark 2019.

As part of the IHF partnership, handball fans will see a Lidl presence throughout Egypt 2021, including floor stickers and media backdrops. In addition, Lidl are also the sponsor of numerous teams appearing at the championship, with their brand set to appear on several team kits.

IHF President Dr Hassan Moustafa said: “Egypt 2021 will feature the world’s best men’s players and national teams from across the world showcasing just how dynamic, exciting and full of emotion our sport is, all underlined with a strong sense of ‘fair play’.

“This continued commitment from Lidl to the IHF Men’s World Championship – we are now in our fifth year of partnership – not only highlights their passion for our sport but our shared values.

“Egypt 2021, with unprecedented coverage around the globe, provides Lidl with global brand exposure amongst a wide audience and will undoubtably ensure their brand reaches every corner of the world.”

Egypt 2021 is the first IHF World Championship to feature 32 teams and will take place at four venues across the North African country from 13 to 31 January.

About Lidl
 
The Lidl retail company, as part of the Schwarz retail group headquartered in Neckarsulm, is one of the leading companies in the food retail industry in Germany and Europe. Lidl is represented in 32 countries around the world and currently operates around 11,200 stores and more than 200 logistics centres and warehouses in 29 countries worldwide. 
 
As a discount supermarket, Lidl places value on an optimal price-quality ratio for its customers. Simplicity and process orientation determine everyday operations in the stores, regional distribution centres and services. 
 
Lidl currently has more than 310,000 employees. Dynamism in daily implementation, strength as a result and fairness in dealing with one another characterize working at Lidl across the globe.          
 
In its daily trading, Lidl assumes responsibility for people, society and the environment. At Lidl, sustainability is a case of fulfilling its quality promise every day.

About Egypt 2021

The 27th edition of the IHF Men’s World Championship – the first IHF World Championship to be played with 32 teams – will take place in Egypt from 13 to 31 January 2021 at four venues: Cairo Stadium Sports Hall, New Capital Sports Hall, Dr Hassan Moustafa Sports Hall (formerly 6th of October) and Borg Al Arab Sports Hall. The IHF men’s flagship event will feature 108 games, with the final weekend taking place in Cairo.

For further information on Egypt 2021 visit the IHF mini-site or the official event website.