On the road with the Deutschland Tour – Be a race 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.

Lidl - Webseite

ŠKODA rides into the limelight as sponsor of the Green Jersey for the best sprinter. In addition, the traditional Czech brand is providing 40 support vehicles for the Lidl Deutschland Tour 2024. At ŠKODA, the passion for cycling goes back to the beginnings of the company's history, which started with the bicycle. In 1895 - 123 years ago - Václav Laurin and Václav Klement founded a bicycle factory in Mladá Boleslav, Bohemia. Just ten years later, the Voiturette A, the young company's first automobile, rolled out of the factory halls. In 1925 Laurin & Klement merged with ŠKODA . Today, cycling is a cornerstone of ŠKODA's sponsorship strategy. The Czech company is involved at many levels as a 'motor of cycling': in addition to the Tour de France and the Tour of Spain ('Vuelta'), the car manufacturer supports other international cycling races as well as numerous national and international mass sporting events.

ŠKODA - Website   ŠKODA - Motor of cycling

This year Swiss watch brand TISSOT is Lidl Deutschland Tour´s official timekeeper for the very first time. Founded in 1853 it has been associated with cycling since decades. The team possesses the experience, technical equipment and precision needed to judge even the tightest decisions. This is why TISSOT is not only timekeeper of Lidl Deutschland Tour but also of Tour de France and other major races such as Paris-Roubaix or Vuelta. TISSOT´s collection includes various great sports watches for ladies and men, and every winner of our Jedermann Tour will be presented with a watch.

Tissot - web page

The Lidl Deutschland Tour has been kitted out by Santini Cycling Wear since 2018. The Italian manufacturer designs and produces the official classification jerseys for the only German tour of the men's elite. In addition to the professionals, the 3,500 amateur athletes of the Cycling Tour also receive a free Santini jersey in the Lidl Deutschland Tour design. The amateur race as part of the Lidl Deutschland Tour will take place in Bremen in 2023. Santini will also be launching a special collection for the Lidl Deutschland Tour, which will be available in summer 2023. Santini, which has also been the outfitter of the Lidl-Trek team led by Lidl Deutschland Tour overall winner Jasper Stuyven since 2018, will design a new collection for professionals and amateur athletes especially for the Lidl  Deutschland Tour. In the professional race, the leaders of the overall classification, the sprint and mountain classification as well as the best young rider of the Lidl Deutschland Tour can look forward to fashionable jerseys "Made in Italy".

Santini - Website  

Santini - Shop

„kinder Joy of moving“ is and international program as part of the world-wide CSR activities of the Ferrero Group. Set up in the 1990s, “kinder Joy of moving” has developed into an international success story involving millions of kids every year. There are “kinder Joy of moving” initiatives in 21 countries around the world, with 23 different types of sports. In 2015/2016 alone, 4.4 million kids around the world took part in 7,297 “kinder Joy of moving” events. The “kinder Joy of moving” movement program started in German in 2006. It is based on two major themes: support for the German sport badges since 2006 and the “kinder+Sport Basketball Academy” since 2011. 

The “kinder Joy of moving” initiative is strongly convinced that active children will become active adults. Sport and movement play an important role in the physical development, and prepare children and young people for their life not only as an individual but also as a member of society. To integrate movement and activity into daily life and as a constant habit from the start, it is important to permanently motivate and support children and young people. The concept of “kinder Joy of moving” is therefore based on long-term projects, which meet five criteria: clear rules, strong partnerships, educational concepts, world-wide development and measurability.

kinder Joy of moving - Website  

kinder Joy of moving mini tour

Shimano’s origins began in 1921 when Shimano Iron Works, the predecessor of Shimano Inc., was established by Shozaburo Shimano in Sakai city, Osaka, Japan. The first product was the bicycle freewheel, which, at that time, required the highest level of bicycle technology to produce.

By the 1950s the company was producing products such as external speed changers and internal speed changers (3-speed hub). The success of these products led to Shimano’s first overseas sales office, Shimano American Corporation (currently Shimano North America Holding, Inc.) in 1965, followed by Shimano Europe in 1973. The first overseas manufacturing base, Shimano Singapore Pte. Ltd., also opened in the same year.  In 1991, the company name became Shimano Inc. Its headquarters remain in Sakai, the city of Shimano’s birthplace. Shimano is dedicated to helping its customers get closer to nature, supporting people to realize their dreams and create new lifestyles. That comes with the desire to create outstanding cycling products and apparel.

 Shimano Inc. has a wide range of functions, including planning, development, design, manufacturing, and various other support functions for supplying bicycle components as well as fishing tackle and rowing equipment. Shimano Europe acts as the 'eyes, ears and mouth' of the global Team Shimano in Europe. Its mission is to be an excellent supplier and a valuable partner for all customers in its European markets and to create consumer demand for Shimano and Shimano-owned products. With 100 years’ experience in creating internationally renowned bicycle components, Shimano is proud to have developed products that continue to take countless athletes to victory and provide the means for limitless global bicycle journeys.

Shimano - Website

The three gaming companies Lotto Baden-Württemberg, Lotto Rheinland-Pfalz and Saartoto use a large part of their proceeds each year for socially relevant purposes. In addition to welfare, monument and environmental protection, the promotion of popular and top-class sport also benefits in particular.

The three lottery companies will be present at 3 of the 4 stages. Lotto Baden-Württemberg at the finish of the first stage as well as at the start and finish of the second and third stages. Lotto Rheinland-Pfalz will be at the start of the fourth stage and Saartoto at the finish of the fourth stage in Saarbrücken.