Lidl is setting another example for cycling in Germany: as an official partner of the ADAC Cyclassics, the company will also be involved in the Hamburg WorldTour race in future. As the "Official Freshness Partner", Lidl will also bring healthy impulses to the route - with fresh products and hands-on activities for fans and amateur cyclists. With the traditional race in the north, the company is expanding its partnership with A.S.O. Germany, the German subsidiary of the Tour de France organizer.

Lidl already lends its name to the Lidl Deutschland Tour and is a partner of the Eschborn-Frankfurt cycling classic. Now Lidl is also supporting the second German WorldTour race, the ADAC Cyclassics. The aim is to work with the organizers to get even more people interested in exercise, cycling and a balanced diet.

Read more (PDF)

Lidl is expanding its commitment to cycling in Germany. In addition to its title sponsorship of the Lidl Deutschland Tour, the food retailer is now also the “Official Freshness Partner” of Germany’s two WorldTour classics – Eschborn-Frankfurt and the ADAC Cyclassics.

With these new partnerships, Lidl is extending its collaboration with A.S.O. Germany – a subsidiary of Tour de France organizer A.S.O., responsible for staging all three races – through 2028.

Through this cooperation, Lidl is reinforcing its commitment to promoting physical activity and healthy eating as part of its social responsibility strategy. The three cycling events offer fans and spectators in Germany the chance to experience world-class international cycling, while also engaging amateur riders. Lidl supports these events with on-site activations and healthy snacks such as fresh fruit, vegetables, and vegan alternatives from its private label “Vemondo,” aiming to inspire people to lead an active and healthy lifestyle. Internationally, Lidl is also active in professional cycling through its sponsorship of the UCI WorldTeam and UCI Women’s WorldTeam Lidl-Trek.

Read more (PDF)

Škoda, Eschborn-Frankfurt and Deutschland Tour have been partners for many years. Now, the brand has further expanded its commitment: Škoda will be mobilising both bike races until 2028.

When the German pro season kicks off with the Eschborn-Frankfurt cycling classic on 1 May, Škoda will still be at the heart of the action. Škoda is providing its electric SUV Enyaq as the lead vehicle to head the peloton of the cycling elite competing for the prestigious victory in the German UCI WorldTour classic. The race's sports director, Fabian Wegmann, will use the vehicle as a mobile command center and, thanks to modern communication technology, will direct the race from the Škoda Enyaq.

At the Lidl Deutschland Tour, Škoda is involved as the official partner of the Green Jersey for the best sprinter – it is an association that has become a symbol that cycling fans also know from the Tour de France. In addition, Škoda mobilises the bike races and provides a fleet of up to 45 support and organisation vehicles in Germany. The electric SUV model Škoda Enyaq will also be present at the Lidl Deutschland Tour as the lead vehicle of the professional field.

Read more (PDF)

A.S.O. Germany and the ADAC join forces as the ADAC partners up with all three German events from the coming season. The ADAC is supporting the events to showcase the wide range of services it provides for cyclists.

In the future, the mobility club will be the title partner of the ADAC Cyclassics. This applies to both the elite and the amateur races in Hamburg. The club will also support the amateur races in the Eschborn-Frankfurt cycling classic and will be the title partner of the ADAC Velotour. Next year, the amateur race of the Lidl Deutschland Tour will be called the ADAC Cycling Tour. A total of around 25,000 participants will take part in all three races.

The partnership between ADAC and A.S.O. Germany is designed for the long term for all three events.

Read more (PDF)

The German branch of Tour de France organizer Amaury Sport Organisation (A.S.O.) is now trading under the name of its parent company. The Gesellschaft zur Förderung des Radsports mbH is now A.S.O. Germany GmbH.

A.S.O. Germany GmbH is the largest organizer of cycling events in Germany. Based in Frankfurt am Main, the company organizes the two German races on the UCI WorldTour. The cycling classic Eschborn-Frankfurt and the Hamburg Cyclassics are part of the world's most prestigious race series. A.S.O. Germany also organizes the Lidl Deutschland Tour - the only German stage race in the men's category. In addition to the professionals, 25,000 amateur athletes take part in these three cycling events.

About A.S.O.: Amaury Sport Organisation, a subsidiary of the Amaury Group (owner of sports media L'Equipe), owns, designs and organises top international sporting events. Specialised in the ‘non-stadia’ events, it has in-house knowledge of professions linked to organisation, media and sales of sports events. A.S.O. manages more than 100 events across 37 countries, in 5 major sports: cycling (Tour de France), motorsports (Dakar), mass participation events (Schneider Electric Marathon de Paris, Adidas Manchester Marathon), golf (Lacoste Ladies Open de France), and sailing event TV production and distribution.