Lidl and the ardennes classics : energy and freshness on the menu

April 12 ^th 2024 - 11:17

Lidl is joining forces with the ardennes classics as an official partner of La Flèche Wallonne, La Flèche Wallonne Femmes, Liège-Bastogne-Liège and Liège-Bastogne-Liège Femmes.

Lidl is taking advantage of this partnership to offer a range of fresh and festive events, in particular through its presence in the caravan.

Through this partnership, Lidl wants to rally people around a commitment to healthier lifestyles, bringing together fresh food and sport, both essential elements of personal balance.  

This partnership will take concrete form from Wednesday 17 April, on the occasion of the 88th edition of La Flèche Wallonne and the 27th edition of La Flèche Wallonne Femmes. Lidl will be brightening up the finish site in Liège by distributing fresh fruit to the public and running a Lidl stand to bring together a large number of enthusiasts around the brand on the occasion of the finish of this monument of the cycling season.  

Christian Prudhomme, director of the Tour de France:
“Lidl loves cycling! The support of a brand that is so much a part of people's everyday lives puts the Ardennes Classics in the spotlight. Lidl promotes the benefits of regular sport, and we can only agree with this commitment. ” 

Hendrik Van Wilderode, board member purchase & marketing Lidl Belgium:
“We believe in this partnership because cycling is a sport accessible to everyone, just like Lidl products. In addition, cycling brings people together and the Ardennes Classics offer the chance to experience top-class sport  together in a very fun way. We are convinced that the energy and fun that cycling brings goes hand in hand with the energy that our fresh products bring.”