Main sponsor, naming partner, and official "Frische-Partner"
Germany's most important cycling race has a new name: Lidl Deutschland Tour. The food retailer is further expanding its involvement in professional cycling and is now the main sponsor and official "Frische-Partner" of the Lidl Deutschland Tour. As naming partner, Lidl also presents the red jersey of the overall leader of the tour. As part of the Schwarz Group, located in Neckarsulm, the food retailer Lidl is one of the leading organisatons in the food industry in Germany and Europe. Lidl curretly operates over 12.200 stores in over 31 countries worlwide. In Germany, around 100.000 employeey in over 3.250 stores, 39 regional companies and administrative locations ensure costumer satisfaction. The work ethic at Lidl is characterizes by dynamic in daily implemenattion, performance, and fairness. Lidl assumes responsibility for society and environment, and focusses on six key topics in the area of sustainability: protecting the climate, biodiversity, conserving resources, fair traid, promoting health, and engaging in dialogue.