The food retailer Lidl is continuing its commitment to German cycling by becoming an official partner of the ADAC Cyclassics in Hamburg. With this co-operation, the company is now represented at all three major cycling events in Germany. In addition to its role as the namesake of the Lidl Deutschland Tour and partner of the Eschborn-Frankfurt cycling classic, the company is now also supporting the second German WorldTour race. As an "Official Freshness Partner", the aim is to appeal to fans and amateur cyclists with hands-on activities. The partnership with the ADAC Cyclassics is an extension of the collaboration with A.S.O. Germany, the German subsidiary of the Tour de France organiser.
Lidl: Promotion of cycling and healthy nutrition
According to a press release, the company is pursuing the goal of getting more people excited about exercise, cycling and a balanced diet together with the event organiser. "The partnership with the Cyclassics is our next step in promoting the long-term development of cycling in Germany. As a Frische partner, we are also helping top athletes and amateur athletes to optimise their lifestyle through healthy and conscious nutrition," explains Alexander Lafery, Head of Marketing at Lidl Dienstleistung GmbH und Co KG. The company is thus emphasising its responsibility for health, sustainability and social interaction.
ADAC Cyclassics
Together with the Eschborn-Frankfurt cycling classic, the ADAC Cyclassics is one of the most important cycling events in Germany. Every year, the Hamburg event attracts more than 10,000 amateur cyclists to the closed roads of the Hanseatic city and its metropolitan region. At all three events, the company will act as a partner for sport and conscious nutrition with healthy and sustainable products. The events offer both top international sport and numerous opportunities to take part. Lidl will accompany these with various activities and provide healthy snacks, including fresh fruit, vegetables and vegan alternatives from its own brand "Vemondo". The company aims to inspire people to adopt a conscious lifestyle - on the bike, at the table and in everyday life.
Lidl cycling commitment
The new partnership with the ADAC Cyclassics complements the company's existing international commitment to cycling. At international level, the company is the main sponsor of the UCI WorldTeam and UCI Women's WorldTeam Lidl-Trek, among others. With the support of all three major German cycling events - the Germany Tourthe Eschborn-Frankfurt cycling classic and now the ADAC Cyclassics - Lidl is further expanding its position as one of the most important partners of cycling in Germany.
Kristian Bauer
Editor
