Lidl becomes Main Partner of 2023 UCI Cycling World Championships

Mar 02, 2023

Written by Bart de Jong

Read 1175 times

The 2023 UCI Cycling World Championships and one of Europe’s leading retailers, Lidl, have signed a major sponsorship agreement.The deal sees Lidl become Official Fresh Food Partner of this inaugural event which will bring together 13 of cycling’s UCI World Championships into one mega event at venues in Glasgow and across Scotland (Great Britain) from 3 to 13 August 2023.

The 2023 UCI Cycling Worlds are part of a wider policy-led commitment from the Scottish Government and Glasgow City Council to increase cycling participation across the nation and abroad and to encourage healthier and more sustainable choices.

Official Fresh Food Partner Lidl supports accessibility to a conscious and healthy nutrition in all countries in which it is active. In collaboration with the Union Cycliste Internationale (UCI) – the world governing body for cycling and organisers of the 2023 UCI Cycling World Championships – the partnership advocates the importance of a balanced diet and physical activities such as cycling to Lidl customers and a wider global population.

As part of its overarching sustainability strategy, within the focus area of promoting health, Lidl has adopted an international package of measures designed to support conscious nutrition. By developing its assortment and communication, the fresh food discounter aims to make it easier for customers to make conscious purchase decisions for healthy, responsibly sourced products.

The German headquartered company of the Schwarz Group boasts an international presence with over 12,000 stores across 31 countries in Europe and in the USA. With over 100 nationalities represented amongst its staff, Lidl will participate in the universality and diversity this unique event encapsulates. More than 8,000 Elite and Amateur riders from more than 120 countries will compete in the UCI Cycling World Championships, expected to become one of the world’s most watched sporting events in 2023.

Lidl is joining long-term partners of the UCI in this purpose-led journey with the values of the ‘Power of the Bike’ campaign at its core.

Amina Lanaya, UCI Director General, said: “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, said: “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, says: “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.”

About the 2023 UCI Cycling World Championships

The inaugural UCI Cycling World Championships will be hosted in Glasgow and across Scotland from 3 to 13 August 2023. It will be the single biggest cycling event in history, bringing together for the first time 13 existing UCI World Championships into one mega event.  

This historic and innovative event will welcome more than 8,000 amateur and elite cyclists from more than 120 countries and crown over 190 UCI World Champions across the different UCI World Championships, which include: BMX Freestyle Flatland; BMX Freestyle Park; BMX Racing; Gran Fondo; Indoor Cycling; Mountain Bike Cross-country; Mountain Bike Downhill; Mountain Bike Cross-country Marathon; Para-cycling Road; Para-cycling Track; Road; Track; Trials. 

The anticipated global TV audience will place the event in the top-10 most watched sporting events in the world, rivalling the Olympics and Commonwealth Games and placing Scotland on the world stage as a destination for elite cycling and cycle tourism.

Currently the UCI stages annual UCI World Championships in each of its disciplines in different host cities around the world throughout the year. Starting with the inaugural event in 2023, the UCI Cycling Worlds will bring these championships together every four years, the year prior to the Olympics. 

The 2023 UCI Cycling World Championships are more than just an event. They will be a catalyst for behavioural change across Scotland by giving everyone the opportunity to experience the freedom riding a bike can bring to their lives. By working in collaboration with cycling and wider partners, this event will amplify and unify existing work and activity across health, transport, tourism and participation.  

The event will be delivered in collaboration between the UCI, Scottish Government, Glasgow City Council, UK Sport, British Cycling, Glasgow Life and VisitScotland with its EventScotland team through 2023 Cycling World Championships Ltd, with the partnership creating a blueprint for future editions by ensuring the inaugural event is authentic, innovative, and distinctive. 

Venues already announced include: