By Jennifer Faull

Lidl has signed up to be the official supermarket of English football on the back of a three-year deal inked with the Football Association. The sponsorship also extends to the Scottish and Welsh football teams after similar agreements were made with their football bodies.

The multi-million pound deal covers support for grassroots football, including over one million sessions of professional coaching for children in England, Wales and Scotland.

The German supermarket has followed discount rival Aldi in tying itself to British sport as it looks to cement its position as a mainstream retailer.

Aldi invested £10m to become the first official Read full story ›

Source: The Drum