Lidl-Trek will begin racing in WorldTour pelotons on June 30
Lidl will be the new title partner of Trek’s road racing program. Lidl-Trek will begin competing in the WorldTour peloton starting with the Giro d’Italia Donne on June 30 and the men’s Tour de France on July 1. The partnership brings together two major brands — Lidl and Trek — that are committed to quality and customer hospitality. They will work together to broaden the ambitions of the road program while maintaining the core values that have made Trek’s racing teams consistently excellent.
Trek’s road riders are some of the fastest in the world, and include four elite World Champions (Mads Pedersen, Elisa Balsamo, Lizzie Deignan, Ellen van Dijk) and winners of prestigious races such as Paris-Roubaix (Deignan, Elisa Longo Borghini), Milan-Sanremo (Jasper Stuyven), Liège-Bastogne-Liège (Deignan) and Il Lombardia (Bauke Mollema).
“We are excited to work with a team that is committed not only to excellence in cycling, but also to the sustainable development of athletes in a family team culture,” Jeroen Bal, Divisional Board Member responsible for the Customer at Lidl International said. “We are convinced that healthy nutrition and an active lifestyle – shaped by sports and exercise – strengthen people’s well-being. Just as our Lidl products are accessible to everyone, cycling is a sport for everyone and suitable for anyone who wants to be more active in everyday life. We want to share this message with as many people as possible”
Over the last 50 years, Lidl has expanded to more than 12,000 stores across 31 countries. Their mission is to provide the highest quality food and goods at the lowest possible price.
“Part of our mission is to provide incredible hospitality to our customers and it’s clear that Lidl shares the same mindset,” Trek President John Burke said. “We’re looking forward to working closely together to build the best cycling teams in the world while also inspiring more people to get on bikes.”
Segafredo will be departing as a title sponsor of the program ahead of the Tour de France. More details about the new partnership between Lidl and Trek to follow in the coming weeks.
About Lidl
Lidl, a company of the Schwarz Group, is one of the leading food retailers in Germany and Europe, with its headquarters in Neckarsulm, Germany. Lidl currently operates more than 12,000 stores and over 200 goods distribution and logistics centers in 31 countries.
As a discounter, Lidl attaches great importance to an optimal price-performance ratio for its customers. Simplicity and process orientation determine the daily actions in the branches, the regional companies, and the services. Lidl currently employs more than 360,000 people. Dynamic in the daily implementation, high performance in the result and fairness in dealing with each other characterize the work at Lidl.
Lidl takes responsibility for people, society, and the environment in its day-to-day activities. For Lidl, sustainability means fulfilling the promise of quality every day.
About Trek
Trek Bicycle is a global leader in the design and manufacturing of bicycles and related products. Trek believes the bicycle can be a simple solution to many of the world’s most complex problems and is committed to breaking down the barriers that prevent people from using bicycles more often for transportation, recreation, and inspiration.
