STORY. The love story between the most successful of French team sports and LIDL has lasted for more than seven years, and does not seem about to stop as both partners find their happiness and their interest in it.
Birds of a feather flock together. This is often how we evoke the most beautiful stories of love or friendship. Obviously, it also works in terms of sports sponsorship between French handball and LIDL which, in a way, have had similar trajectories, from a lack of consideration to a brilliant success story. At the very beginning of the 1990s, handball was thus only a “playground sport” in France. The Barjots, led by Jackson Richardson, had not yet surprised everyone by winning the bronze medal at the Barcelona Olympics in 1992, and the discipline was advancing in profound anonymity, far from football, rugby or basketball, and even behind the volleyball. But it will have been enough of this Olympic podium, followed three years later by a first title of world champion won by a hexagonal collective sport (three years before that of the Blues of Zinédine Zidane), to upset the situation.
Since then, from a Richardson to a Nikola Karabatic by the way…
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