Lidl to Sponsor La Vuelta and Four Spanish Races from 2027

German supermarket chain Lidl will replace Carrefour as the title sponsor of La Vuelta and partner of the red leader’s jersey starting in 2027, ending a 14-year relationship between La Vuelta and Carrefour.

The multi-year agreement covers five major Spanish cycling races. Alongside the men’s La Vuelta, Lidl takes over title sponsorship of the Vuelta Femenina, becoming the naming sponsor and leader’s jersey partner for the women’s tour. The German retailer also secured main sponsorship roles for the Tour of the Basque Country, the Tour of Catalonia, and the Clásica San Sebastián, serving as the official fresh food partner across all five events.

Expanding Footprint in Professional Cycling

The 2027 rollout deepens Lidl’s presence in the sport. Since 2023, the supermarket has served as the title sponsor of WorldTour squad Lidl-Trek, competing in both men’s and women’s divisions, and backed the inaugural UCI Cycling World Championships that same year.

Cycling is part of everyday life and brings together much of what Lidl stands for: conscious nutrition, an active lifestyle and true team spirit, Lidl commercial director Jens Thiemer said. That is why our involvement deliberately goes beyond traditional brand visibility.

Vuelta race director Javier Guillén welcomed the transition to a brand already active within the peloton. Guillén noted that expanded support for women’s cycling forms a crucial element of the agreement, alongside plans to organize spectator activities along the race routes.

We are pleased with this new partnership with Lidl, a company that has already amply demonstrated its commitment to cycling, Guillén said. We share the ambition to further develop our events, improve the experience for fans and bring cycling closer to families and a new audience.

Parent Company Secures Media Rights Extension

The transition arrives as parent company Amaury Sport Organisation continues to boost its commercial activity. ASO recently secured a two-year media rights extension with the European Broadcasting Union, keeping the Tour de France, La Vuelta, and supporting races accessible through public service media until 2032.

Ahead of the 2026 edition—which ran across 21 stages through Monaco, France, and Spain from August 22 to September 13—ASO added Spanish meats brand Noel Alimentaria, car rental operator Sixt, eyewear supplier 4KAAD, and Mango de España to its commercial roster, alongside route planner Komoot.

Carrefour departs the red jersey sponsorship after more than a decade supporting Spain’s premier Grand Tour, leaving Lidl to anchor the commercial identity of both the men’s and women’s races heading into the 2027 season.

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