Marcel Kittel reportedly headed to Etixx-Quick Step as Lidl sign sponsorship deal

Discount supermarket chain Lidl has reportedly signed a sponsorship deal with Etixx-Quick Step – and is said to be bringing with it Marcel Kittel, who is expected to be confirmed as the team’s latest signing today.

Based in Kittel’s home country of Germany, Lidl operates more than 10,000 stores throughout Europe and in 2014 was food and drink partner of another Belgian team, Lotto-Belisol, reports Het Nieuwsblad.

It’s not clear as yet whether Lidl will feature in the team’s name. According to a report by RTBF, the supermarket operator will become the team’s “Official Fresh Food Partner.”

The 27-year-old Kittel meanwhile is reportedly set to join the team from Giant Alpecin, just one day after sprint rival Mark Cavendish was confirmed as leaving Etixx-Quick Step to join MTN-Qhubeka.

After several difficult years for cycling in Germany due to the fallout from a series of doping scandals, with sponsors and broadcasters pulling out, there has been a resurgence of late in part thanks to the exploits of Kittel, André Greipel, John Degenkolb and Tony Martin.

Lidl, best known among cyclists here for its occasional flash sales similar to those of its rival Aldi, would become the third major German brand to sponsor a team in the past 12 months, following shampoo firm Alpecin and cooker manufacturer, Bora.