The Paris La Défense Arena surrounds itself with a new partner. The largest performance hall in Europe has announced that it has sealed an alliance with Lidl. The soft discount brand, which has more than 1,600 stores in France, has become a Platinum partner of the Paris La Défense Arena for the next three years, alongside Deezer, VandB and the Westfield Les 4 Temps / Cnit center.
Described as “structuring”, this partnership will allow Lidl to benefit from high visibility on the LED strips and giant screens of the enclosure during the various events, to activate immersive activities in the corridors of the room, but also to have a dressing room making it possible to welcome employees, customers and partners of the German distribution chain.
Initially, this partnership will be activated through exclusive competitions on the Lidl Plus application, allowing you to win invitations to the biggest shows. Ultimately, Lidl’s ambition is to enrich the experience of its customers via the application and to open the doors to exceptional events for them. Thanks to a dedicated competition system, the application will provide access to experiences that are difficult to access otherwise: free tickets for the most coveted concerts and shows, privileged VIP access, as well as moments of immersion in the heart of the greatest cultural events in France.
For John Paul Scally, president of Lidl France, this partnership “is not just a question of visibility, it is a desire to support the French in their moments of passion.” “Beyond our role as a distributor, we aim to become a true partner of the French way of life. We want to be present where their hearts vibrate and open the doors to experiences that, until now, were often inaccessible,” adds Jassine Ouali, executive customer director at Lidl.
This signing delights the Paris La Défense Arena, inaugurated in 2017 and currently being purchased by Live Nation. “Paris La Défense Arena is a place where the French experience their greatest collective emotions. Welcoming Lidl as a partner is obvious: we share the same conviction that moments that bring people together, whether sporting or cultural, must be accessible to as many people as possible. Together, we want to amplify this promise,” adds Frédéric Longuépée, president of the Paris La Défense Arena.
Paris La Défense has many other partners such as Adagio, HBO Max, ÃŽle-de-France Mobilités, XTB and Transavia.
