What's Cool In Road Cycling

Lotto Belisol: Partner Lidl Belgium organizes a national feast at the Oude Kwaremont

For the second year in a row Lidl Belgium is the official food and beverage supplier of Lotto Belisol. Since this year the supermarket chain is also main partner of Flanders Classics, the organizer of six Flemish classics. During the Tour of Flanders Lidl organizes a true national feast at the Oude Kwaremont!

Lidl Powerzone!
This Sunday you are all welcome in the Lidl Powerzone!, where loads of activities will take place. Of course the peloton will pass by three times. Besides that there will be animation for the kids, food and drink stands, a mini Tour of Flanders museum, and a Lotto Belisol booth where among others all types of team bikes will be presented. You can even test the legs yourself on rollers and you can win a Team Replica Ridley bike! The Powerzone! will be visited by ex-professionals throughout the day. Among them Eric Vanderaerden, winner of the Tour of Flanders in 1985. Furthermore they have the biggest TV-screen of the whole track. After the race you can chitchat in the tent where a DJ will start the party.

Pieterjan Rynwalt, Lidl spokesman: “As main sponsor of Flanders Classics we definitely wanted to link ourselves to the Tour of Flanders. And as a supermarket we don’t have any VIPs. Our customers are our VIPs and of course everybody has to shop. Therefore we have built the Powerzone!. And obviously entry is free. We want to organize the biggest national feast of the Tour of Flanders.”

Strong engagement to the Belgian cycling
With the extended partnership with Lotto Belisol and the main sponsoring of Flanders Classics, Lidl Belgium further engages itself to the cycling sport. Last year, Lidl was already noticed by lots of activities linked to the Lotto Belisol Team. Among other there was the image of the Lotto Belisol riders at a table, surrounded by Lidl products. This picture was displayed on different ads, billboards and even on their trucks.

Pieterjan Rynwalt: “A balanced nurture and sufficient physical movement are important values for Lidl. On that account we like to link ourselves to the most open sport in Belgium, cycling. Cycling is the sport of everyone: the rider from down the street who wins at the front door. Moreover we are positioning with a strong Belgian story in Belgium. Our range of products in the 300 stores is ever expanding and getting more Belgian: with Belgian meat, Belgian vegetables and fruit and Belgian sweets. To empower this story we have consciously chosen for the most Belgian WorldTour team in the most local sport.”

“This year activities in the partnership with Lotto Belisol will be even more far-reaching. We have rebranded our mineral and sports water with Lotto Belisol, a logical step as official food and beverage supplier. From the start of the Tour de France all our bottles will be printed with the Lotto Belisol sprint train. At the end of this year a part of the revenue of those bottles will go to a movement campaign for youth.”

“The main partnership of Flanders Classics is offering some extra visibility in Flanders. We want to maximize our Belgian image and thus is the link to the Flemish cycling week and the Tour of Flanders a big advantage. We can also reach the Flemish, TV watching population with our sponsoring on the screen and we get space to organize the Lidl Powerzone!.”

-Location Lidl Powerzone!: between Kwaremont village and Ronse Baan (N36), Kluisbergen
-Visitors are welcome on Sunday 6th of April between 09:00 and 19:00.

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