Even before Austrias largest cycling tour enters its 75th year, there is already a major announcement: the popular race is opening an exciting new chapter. Effective immediately, Lidl Austria becomes the “Official Fresh Food Partner” and new naming partner of the “Lidl Tour of Austria.” This partnership combines joint efforts to elevate Austrian cycling to a new level. The clear goal: to inspire enthusiasm for healthy nutrition and physical activity throughout Austria.
Fresh energy for peak athletic performance: Under the name “Lidl Tour of Austria,” this year’s race aims to excite both professionals and fans alike. For Lidl, this partnership goes beyond traditional sponsorship: as the “Official Fresh Food Partner,” Lidl Austria provides both athletes and fans with the “fresh power” needed for top performance on every stage.
“Cycling is a sport for the masses—approachable, accessible to everyone, and right on our customers’ doorsteps. As the naming partner of the Lidl Tour of Austria, we want to turn people across the country into true fans of an active lifestyle. We take our role as a responsible part of Austrian society seriously: as Official Fresh Food Partner, we ensure access to fresh food for everyone and demonstrate how easy it is to combine exercise and healthy nutrition with Lidl in everyday life. In doing so, we actively contribute to the health of people in Austria and, by raising awareness of cycling, also promote a focus on sustainable mobility,” says Michael Kunz, CEO of Lidl Austria.
Partnership for greater visibility
For the organizers of the “Lidl Tour of Austria,” the collaboration with Lidl Austria marks a crucial step toward securing and further professionalizing the race. The international recognition of the Lidl brand helps position the tour even more prominently on the global sporting calendar.
For Lidl, the partnership is an ideal opportunity to motivate people in Austria to actively improve their quality of life through cycling and healthy eating, while also creating valuable shared experiences for fans and families across the country. This approach promotes a lifestyle centered on physical activity and personal health, while encouraging responsible use of resources.
“The Lidl-Trek team has already participated in the Tour of Austria twice. This year, we are once again looking forward to welcoming this strong and likeable team with their colorful jerseys. The fact that their owner and main sponsor is now joining our tour as naming partner is truly special. Lidl’s commitment—one of the major players in international sports sponsorship—also underlines the quality and significance of the Tour of Austria. We are very much looking forward to this collaboration,” explains Tour Director Thomas Pupp.
“With Lidl Austria, we have gained a partner for the Tour of Austria that shapes cycling internationally while actively promoting themes such as exercise, healthy nutrition, and mobility. The naming ‘Lidl Tour of Austria’ is a strong signal for Austrian cycling and shows that the development since the relaunch in 2023 is the result of close cooperation between all partners and sponsors. The Tour provides an exceptional platform to make brands emotionally tangible and to communicate socially relevant topics,” says Dominik Schwarzmann, Managing Director of facts marketing, the official marketing agency of the Lidl Tour of Austria.
This year’s Lidl Tour of Austria will lead through Austria’s most impressive landscapes in five thrilling stages. With strong media coverage, fans are guaranteed to experience the action up close, bringing top-level sport to a wider audience.
