By Thomas Hobbs

The sponsorship – which also encompasses the Scottish and Welsh football associations – closely follows bitter rival Aldi’s own advertising partnership with the Team GB athletics team. Lidl says the football tie-up will give it ‘exposure at a national level.’

It is well known within the industry that both Lidl and Aldi are trying to shake off the ‘discounter’ tag – often associated with lesser product quality – and to be fully accepted as supermarket brands. Trade journalists, for example, are often asked by both to refer to them as “supermarkets” instead of “discounters.” But can major sponsorship deals Read full story ›

Source: Marketing Week