Lidl Germany to Serve as SK Gaming’s Fresh Foods Partner

German esports organization SK Gaming announced that it has partnered with German international supermarket chain Lidl, which will serve as the organization’s official fresh foods partner. As part of the partnership, Lidl will supply SK Gaming’s player facilities in Cologne and Berlin with fresh foods contributing to the organization’s performance nutrition plans. Financial details of the partnership were not disclosed.

The supermarket chain’s logo will be displayed on the 2021 jersey of SK Gaming and the two parties have planned various joint activations throughout the year. Furthermore, Lidl and SK Gaming created a commercial that several German TV stations will air, including Sport1.

Lidl joins two other German supermarket chains in entering esports as a sponsor. In 2019, Germany’s biggest supermarket chain (by stores nationwide), Edeka, entered esports through a partnership with the esports academy of Berlin Bundesliga soccer club Hertha BSC. The other German supermarket chain that got involved in esports as a sponsor is REWE, which is partnered with the esports division of SK Gaming’s 25% shareholder and Bundesliga soccer club 1. FC Köln for its Virtual Bundesliga (VBL) squad since March 2020.

Lidl, which is also sponsoring the German national handball team as its fresh foods partner until 2022, has recently shifted its target group focus to young price-conscious customers, which is reflecting in its marketing mix. In addition to its new partnership with SK Gaming, Lidl is active on platforms such as TikTok and created a buzz on social media with the release of its Lidl apparel collection in 2020.

SK Gaming is also partnered with several other brands to promote a healthy performance lifestyle, including URSAPHARM Arzneimittel’s eye care brand HYLO, brewery Krombacher, and Body Kitchen, which creates cookbooks aimed at teenagers and young adults.


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