It is not unusual for big corporate organisations to support sports teams and events. In fact, it has recently become one of the most popular ways for companies to gain exposure and awareness, while enhancing their image and status.

Supermarket chain Lidl UK, official sponsor of England’s national football team, has launched a new campaign ‘Dream Big with Lidl.’ The new campaign was created in celebration of the three-year partnership with the Three Lions, the team’s nickname, while they are getting ready for the FIFA World Cup.

Claire Farrant, marketing director at Lidl UK, says, “With the nation’s attention now fully focused on this summer’s tournament, we wanted to use this as a chance to inspire the next generation of footballers with our ‘Dream Big with Lidl’ campaign.’’

The campaign is supported by sponsorship marketing agency CSM Sport & Entertainment, creative agency TBWA\London, media agency Starcom, digital agency 360i and influencer agency GOAT. The agencies’ support helps the campaign combine Lidl’s provision for the England team with its popular coaching programme, ‘FA Lidl Skills.’ The initiative gives kids from 5-11 years old of all abilities the chance to acquire skills and enjoy football.

Mark Bullingham, commercial & marketing director of the FA, says, “This innovative campaign brilliantly combines football participation with the nation’s excitement around this summer’s World Cup – two themes at the heart of the FA. Our partnership with Lidl has allowed the FA to invest millions into the grassroots game and help ensure that football is a sport for all.” 

TBWA\London has created a series of TV adverts, featuring mischievous kids under 11 years old giving advice to England footballers Gary Cahill, Kyle Walker and Raheem Sterling on how to thrive in the tournament. The adverts will be broadcasted across all digital outlets, as well as in print, delivered by Starcom.

360i Europe has taken on the task of further promoting the campaign to potential customers by distributing partnership content across Lidl’s social media outlets during each match. Furthermore, GOAT will also be distributing premium assets across its network of influencers.

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