For sporting moments, it doesn’t quite rank with the tears of Paul Gascoigne or the celebrations of Bobby Moore when he lifted the World Cup in 1966. Nor is it likely to mark a turning point in Anglo-German relations. More likely, it represents the coming of age in Britain of Lidl, which has been appointed the “official supermarket of the England Team”.
The German-owned discount retailer will reveal today that it has struck a three-year deal to become the partner of the Football Association, the Football Association of Wales and the Scottish Football Association.
The multimillion-pound partnership means that Lidl, owned by Germany’s Schwarz Group, will become the official supplier to the England team. Lidl will be able to exclusively carry the FA crest on