Lidl recently signed a deal to become the official supermarket to the England football team, agreeing to provide Roy Hodgson's men with fish, fruit and veg. Produce aside, the really interesting thing about this agreement is not just the fee paid, but the high level of activation they have committed to by providing 1.5 million training sessions for kids.
This looks to be a brilliant decision by Lidl, and not just in terms of building a level of affinity and awareness for the brand by sponsoring the national side. The high level of activation at local level is likely to lead to an increased positive attitude and behaviour towards Lidl, who are currently rapidly expanding their operation to become one of the top big chain supermarkets in the UK.
If the next Wayne Rooney is discovered at one of these Lidl training sessions, you can bet that the supermarket will use it to their commercial advantage.
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