Lidl becomes a La Vuelta sponsor, backing the Spanish Grand Tour, Itzulia, Volta a Catalunya and Clásica San Sebastián

La Vuelta will change one of its most recognizable sponsors starting in 2027. Lidl will take over from Carrefour as the main sponsor and of the red jersey, ending a 14-season partnership. The agreement also includes La Vuelta Femenina, Itzulia, Clásica San Sebastián, and Volta a Catalunya.

Lidl replaces Carrefour in La Vuelta after 14 years and becomes a sponsor of five major Spanish races

Lidl has announced a multi-year agreement with Unipublic that will allow it to replace Carrefour in sponsoring the red jersey of La Vuelta, as well as taking on a prominent role in four other major races on the Spanish calendar.

The operation marks the end of a particularly long era for Carrefour, which had accompanied La Vuelta for 14 seasons as the main sponsor. Its image was closely associated with the red jersey, the podium ceremonies, and the promotional activities surrounding each stage.

RECOMENDADO

Gravel on the Angliru? La Vuelta is considering a gravel section on one of its most feared stages

Pogačar reveals what caused his crash at La Vuelta and outlines his three major goals for 2027

Another MTB brand makes the move to road racing: Pivot unveils the Pravia, its first race bike

Bianchi hit by crisis: millions in losses, €100 million in debt, and exit from the WorldTour

The 2027 Giro d’Italia Women goes big on the mountains, with a decisive finish at the foot of Mont Blanc

The 2027 Giro d’Italia brings back its wildest version yet: double Mortirolo, Gavia, Zoncolan, and a mountain time trial in a route with over 50,000 meters of elevation gain

The change will also reach the women's competition, which will leave behind its name La Vuelta Femenina by Carrefour.es to be called La Vuelta Femenina by Lidl.

Lidl takes over from Carrefour and expands its presence in Spanish cycling

Carrefour began its association with La Vuelta in 2013 and during these years became one of its most recognizable commercial partners. The French company not only sponsored the general classification but also maintained a significant presence in the promotional caravan and in the towns hosting the various stages.

The 2026 edition was its fourteenth season as the main sponsor. In September, Carrefour concluded its participation with a promotional event in Granada, where the last stage started from one of its hypermarket locations.

Lidl's arrival is not limited to La Vuelta. The German chain will also have a presence in three other top-level events, with an agreement that includes different categories of sponsorship.

These will be its new commitments starting in 2027:

• La Vuelta: main sponsor and of the red jersey
• La Vuelta Femenina by Lidl: main sponsor, partner that names the race, and sponsor of the red jersey
• Itzulia Basque Country: main sponsor and of the leader's jersey
• Clásica San Sebastián: main sponsor
• Volta a Catalunya: main sponsor

In all of them, Lidl will also appear as Official Fresh Food Partner, a category with which the company aims to link its commercial activity to food and sports.

Lidl strengthens its commitment to cycling

The inclusion of these five races is part of a broader strategy by Lidl within professional cycling.

The German company already has a prominent presence in the international peloton thanks to the sponsorship of Lidl-Trek, one of the reference WorldTour teams in both men's and women's categories.

With this new agreement, Lidl expands its presence beyond professional teams and directly enters the sponsorship of some of the most important competitions on the calendar.

The company's intention is to leverage the impact of these races to promote campaigns related to healthy habits, balanced nutrition, and sports practice. Activities aimed at fans, especially younger ones, are also planned.

Jens Thiemer, Lidl's international customer manager, explains that the company wants to use its presence in cycling to go beyond advertising exposure and collaborate with organizers in the development of competitions.

For his part, Javier Guillén, general director of La Vuelta, has particularly valued Lidl's experience within professional cycling and the possibilities that the new agreement offers to attract more spectators.

The organization also highlights the continuity of support for women's cycling, one of the areas it aims to strengthen in the coming years.