Lidl will become a main partner of the Vuelta a España and sponsor of its red leader's jersey from 2027, part of a multi-year agreement with organiser Unipublic that puts the supermarket's branding across five of Spain's biggest races.
The deal makes Lidl official fresh food partner and a main partner of the men's and women's Vueltas, Itzulia Basque Country, Clásica San Sebastián and the Volta a Catalunya. It will also back the general classification leader's jersey at three of them: the red jersey at both Vueltas and the leader's jersey at Itzulia. The women's race will become La Vuelta Femenina by Lidl under the new title partnership.
Lidl became title sponsor of Trek's men's and women's road programmes in 2023 and took a majority stake in Lidl-Trek in October 2025, with Trek Bicycle remaining co-owner and technical partner. From 2027 it will own the team and sponsor the leader's jersey its riders race for at the Vuelta.
Lidl said it would bring its organisational experience and expertise as a food retailer to the races, alongside its brand reach.
"Cycling is part of everyday life and brings together many of the things Lidl stands for: conscious nutrition, an active lifestyle and genuine team spirit," said Jens Thiemer, chief customer officer at Lidl Stiftung & Co. KG. "That's why our commitment deliberately goes beyond traditional brand visibility."
A changing year for the Vuelta Femenina
The expanded deal starts in the season the women's Vuelta moves to October 3–10 and grows to eight stages. The race has been held in May since it became a week-long event in 2023. The 2027 dates put it closer to the men's race, which runs from September 4–26, with the Haute-Savoie Mont-Blanc World Championships scheduled from August 24 to September 5.
"We are also particularly pleased that this agreement will further strengthen Lidl's support for La Vuelta Femenina and women's cycling," said Javier Guillén, general director of La Vuelta.
Javier Riaño, president of Itzulia and San Sebastián organiser OCETA, called Lidl's backing "an important step forward for both races".
Four of the five events are also part of the broadcast package covered by last month's extension between the EBU, ASO and Unipublic, which runs to 2032. Under that deal, public-service broadcasters in 11 countries will show all or part of both Vueltas, the Volta a Catalunya and Clásica San Sebastián, with pay-TV coverage on Eurosport and TNT Sports.
