Dreaming Big with Gareth Southgate


Three lions manager invests in youth with England's Lidl team

In anticipation of the big England squad announcement, our Brands team created Lidl's own version, announcing England's Lidl line-up for this summer’s tournament with a helping hand from Gareth Southgate himself. The video received over half a million views in the first 24 hours. 

As proud partner of The FA's grassroots football programme ‘FA Lidl Skills’, Lidl, the Official Supermarket of the England football team, have helped to create more than 3 million opportunities for boys and girls, aged 5-11, to play football over the last three years.

To celebrate this new pool of English talent, Lidl invited some of the country’s FA Lidl Skills children to be part of England’s Lidl Team. Their place in the squad was confirmed by England boss Southgate in the video. The uncapped youngsters, from across the country, were given the chance to ‘Dream Big with Lidl’ and take part in a training day at St George’s Park, the home of English football

Fans will be able to follow England’s Lidl team across the supermarket’s social media channels in real-time, as the senior England team take to the pitches in Russia. Their journey will see them replicating moments that their senior counterparts will face, from boarding the plane to Russia, facing major on-pitch moments such as goals, cards and even the nerve wracking penalty shootout.

Our Lidl teams' involvement was covered in PR Week, with further coverage on Sport Industry Group.