Official: Supermarket chain Lidl, main sponsor of the Trek cycling team

With the advancement of the MD on May 8, the Lidl supermarket chain will return to the peloton and sponsor one of the best teams, specifically the Trek-Segafredowhich is henceforth renamed Lidl-Trek. A change that affects both male and female training, which will be seen for the first time in a race on June 30 and means the loss of the Italian brand of Italian coffees. Segafredo as a sponsor of world tour squad North American and passing through the background of the American bike brand Trek. Lidl is back in front door cycling.

“Lidl will be the new lead partner of Trek’s road racing program. Lidl-Trek will begin competing in the WorldTour peloton beginning with the women’s Giro d’Italia Donne on June 30 and the Men’s Tour de France on July 1. Compiled by partnership two key brands, Lidl and Trek, will work together to advance the ambitions of the road program while upholding the core values ​​that have made Trek’s race teams so great.” team press.

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“We are excited to work with a team that is committed to not only cycling excellence, but also the sustainable development of athletes in a family team culture,” he said. Jeroen Bal, member of Lidl’s divisional customer board at Lidl International. “We are convinced that healthy nutrition and an active lifestyle, shaped by sport and exercise, boost people’s well-being. Just as our Lidl products are accessible to everyone, cycling is a sport for to everyone and is 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 past 50 years, Lidl has expanded to more than 12,000 stores in 31 countries. Their mission is to provide the highest quality food and products at the lowest possible prices.

“Part of our mission is to provide incredible hospitality to our customers and it’s clear that Lidl shares the same mindset,” said Trek President John Burke. “We look forward to working closely together to build the best cycling teams in the world while inspiring more people to get on bikes.”

Segafredo will cease to be the main sponsor of the team’s program before the Tour de France. In the coming weeks, more details will be provided about the new partnership between Lidl and Trek, whose teams include cyclists related to Mads Pedersen, Elisa Balsamo, Lizzie Deignan, Ellen van Dijk or the Spaniard Juan Pedro Lópezwinners of prestigious races such as Paris-Roubaix (Deignan, Elisa Longo Borghini), the Milan-Sanremo (Jasper Stuven), Liège-Bastogne-Liège (Deignan) or Il Lombardia (Bauke Mollema).