Lidl becomes official supermarket of the England football team
England's football team will be indulging in Lidl's selection of discount goods after the supermarket signed a three year deal to become its official food supplier.
It will also supply fruit and veg to the Scottish and Welsh national teams.
Lidl will also become a backer of the FA's grassroots football initiatives which aim to give professional coaching to 1.5m children as part of the multi-million pound deal
“This is a fantastic opportunity for Lidl and one that we are both excited and extremely proud to be a part of. We look forward to building successful partnerships with the English, Scottish & Welsh FA’s in developing, the sport at both national and community levels,” said Lidl purchasing director Ryan McDonnell.
Tesco was previously the England team's official supermarket during the 2010 World Cup and had a seven-year deal to support grassroots football until its accounting scandal last year.
The push into the British mainstream comes as the latest figures show Lidl and fellow German discounter Aldi now account for a 10 per cent share of the UK's grocery market.
In addition to supplying the England team's food, Lidl will add the logo of the FA logo to certain products.