From January 2016 supermarket chain Lidl will adorn the race outfit of Etixx – Quick-Step Cycling Team. The Belgian retailer has signed a two-year contract as sponsor of the team. The chain and team have just released this information. From next season the striking yellow, blue and red logo will be present on the shoulder and back of the pants of important riders such as Tom Boonen, Tony Martin and Zdeněk Štybar.

"Team Etixx – Quick-Step Cycling is one of the biggest cycling teams in the world. The motivation for our sponsorship is to use cycling and the team to spread awareness of Lidl as a key supplier for fresh products," Lidl Belgium Purchasing and Marketing Director Jeroen Bal said. "The partnership is good news for cycling, as it benefits from a new injection of funds with the arrival of the largest European supermarket chain. Lidl has almost 10,000 stores, spread across 26 countries. In 2018 the chain plans to open its first store in the United States. Bal: "This is primarily a collaboration with Lidl Belgium, but of course we will be offering the possibility to all other countries to join in. Cycling and Team Etixx-Quickstep Cycling are also extremely popular outside of the Belgian borders."

"Naturally we are delighted with the arrival of Lidl as a sponsor. I'm really happy that they chose our team for their sports sponsorship," CEO of the team Patrick Lefèvere said. "The fact that we participate in the biggest cycling races and have some of the top names in cycling is certainly a bonus for global brands such as Lidl. We are looking forward to seeing how they use the team and our platform creatively, to tell their story as a fresh-food specialist."

"I'm looking forward to the next year," Etixx - Quick-Step rider Tony Martin said. "I'm curious what the future will bring. I think Lidl will be a strong partner, and they will support us really well. I also think we can give back to them, and we will be a good investment like we also are for the current sponsors. I think it will be a nice combination. As a German rider I am proud of this partnership with a German company. It will be a pleasant, new experience for me. I have a lot of personal experience with Lidl. I shopped there a lot as a child with my parents, and I shop there currently. Having them as a partner is special. The last years have not been so easy in cycling. A world brand like Lidl as a partner in cycling is a really good sign for the sport, and also for German cycling that a German brand has entered the fold. It's a really good moment for us, and I am excited to see what the 2016 season will bring."

"Tony and I are both excited about this announcement today, that Lidl is now one of the partners of Etixx - Quick-Step," Belgian rider Tom Boonen said. "It's great news for the team and I am thrilled about it. It's a big company joining the cycling world, so it's not just important for our team, but also the sport in general."

Lidl is operational in Belgium since twenty years. Over the last few years the supermarket chain has been focused on providing fresh produce and on attractive stores – in addition to its accessible prices. The approach is certainly effective, as the discounter is rapidly gaining market share in Belgium. Bal: "We have made a number of clear choices, which match the Belgians expectations regarding supermarkets, such as our choice for fresh products and the fact that we work closely together with Belgian suppliers. Both trends come together quite nicely in our fresh food department. This is why we have chosen to become Official fresh food partner of the team. Thanks to this deal with the largest Belgian cycling team, we are now ready to capture the Belgian hearts even further. We'll use the team and our team sponsorship to highlight our key messages."

Lidl was already involved in Belgian cycling as a sponsor in a number of spring classics, organized by Flanders Classics. They also support Beau Vélo de RAVeL and Vital Cycling Power, the platform aimed at getting young people between the age of 6 and 12 on their bikes. The supermarket chain and cycling team have signed a deal for two seasons.