Collaborative undertaking: Lidl and Trek solidify partnership, now joint owners of the cycling team / fresh team setup geared towards dominance in global road cycling competitions
Lidl and Trek, two powerhouses in their respective industries, are on the verge of a significant collaboration that aims to revolutionize the world of professional cycling.
The partnership between Europe's largest food retailer and the American bicycle manufacturer is in advanced talks about acquiring a majority stake in the UCI WorldTour team Lidl-Trek, a move that could shake up the peloton.
According to Luca Guercilena, General Manager of Lidl-Trek, he is optimistic about the future with Lidl's involvement. Roger Gierhart, Vice President of Trek Bicycle, shares a similar sentiment, expressing a shared vision for the future with Lidl.
Trek, a renowned brand in global bicycle manufacturing, stands for innovation and performance. This aligns perfectly with Lidl's commitment to promoting a healthy and active lifestyle as part of its social responsibility.
Since Lidl joined mid-2023, both the men's and women's teams of Lidl-Trek have consistently developed. The women's team, already a top contender with consistent success and a strong team culture, is expected to benefit substantially from the additional resources to maintain its competitive edge and develop emerging talents.
The restructuring also reflects Lidl's commitment to a long-term partnership to support high-profile signings and attract top riders and staff. The team's philosophy of being the team fans want to cheer for while striving to be the best remains unchanged.
Lidl-Trek plans to invest in a state-of-the-art Performance Center focusing on athlete health, recovery, and performance analysis. The team will also benefit from investments in artificial intelligence and digital sovereignty by Schwarz Digits, another company in the Schwarz Group.
Thomas Rohregger, Managing Director of Brand Partnerships and Head of Cycling at Lidl, expresses gratitude for Trek's trust. He emphasizes that Lidl aims to play a key role in promoting healthy nutrition and an active lifestyle among fans worldwide.
The transaction is subject to the approval of all relevant authorities and is expected to be completed in the coming weeks. Lidl intends to acquire a majority stake, while Trek will retain a significant share in the team it founded. Trek will remain a co-owner and technical partner after the restructuring.
Lidl-Trek looks forward to nurturing talent and achieving ambitious goals with the support of Lidl and Trek. The ambitions of the two companies were high from the start, and after two years, they aim to raise the bar even higher.
For press inquiries, please contact the Lidl Dienstleistung GmbH & Co. KG Press Office.
[1] Lidl-Trek announces major restructuring with Lidl set to become majority owner (link) [2] Lidl and Trek in advanced talks to acquire majority stake in Lidl-Trek (link) [3] Lidl-Trek to invest in Performance Center and AI technology with Schwarz Digits (link) [4] Lidl-Trek: A new era begins with Lidl set to become majority owner (link)
[1] The upcoming collaboration between Lidl, Europe's largest food retailer, and Trek, a global leader in bicycle manufacturing, could significantly transform the world of professional cycling, with both companies planning to invest in Lidl-Trek's UCI WorldTour team.
[2] In Business and Sports, partnerships between industry titans such as Lidl and Trek can have far-reaching implications, with potential for innovation, growth, and transformation across both their respective domains.
