Properties in the eastern, mid-Atlantic and southern portions of the U.S. may want to put Lidl on their prospect list.

The German global discount supermarket chain is using sponsorship to promote its summer 2017 entry into the U.S. market.

Lidl, which opened its first U.S. stores on June 15 in five cities in North Carolina, sponsored the June 9-11 Taste of Charlotte to build a buzz around the store openings. The sponsorship included presenting status of the festival’s center stage and sampling opportunities for the retailer’s private label brands.

Lidl this month opened two more stores in North Carolina and two in Virginia; the retailer plans to open roughly 20 more stores in North Carolina, South Carolina and Virginia this summer and up to 100 stores across the eastern half of the U.S. (Georgia, New Jersey, Pennsylvania, etc.) by the summer of 2018.

If Lidl’s sponsorship history is any indication, additional deals could soon follow. The company sponsors a handful of sports and entertainment properties across Europe including cycling, soccer and music festivals.

Current ties include the Quick-Step Floors Pro Cycling Team, Ladies Gaelic Football Association, English Football Association, Football Association of Wales and the Scottish Football Association.

Lidl, which positions itself as providing a “simple and efficient approach to grocery shopping,” touts its award-winning wines, fresh baked goods, healthy and sustainable choices, organic and gluten-free options and exclusive products.

Approximately 90 percent of Lidl products are private label, a high-margin product segment that creates significant opportunities for deep discounting.

The retailer also offers “Lidl surprises,” a weekly selection of non-food products. The selection includes fitness gear, small kitchen appliances, toys and outdoor furniture.

Lidl uses sponsorship in part to promote the products. For example, the retailer sponsors the Quick-Step Pro Cycling Team on behalf its Crivit Pro sportswear line.

Lidl did not return a call by IEG SR for comment by press time.

The Top U.S. Spenders In The Retail Category
Companies spending more than $15 million

Company 2014 Spend 2015 Spend
Lowe’s Cos. $55M-$60M $45M-$50M
Target Corp. $50M-$55M $45M-$45M
Aaron’s, Inc. $20M-$25M $20M-$25M
Kroger $15M-$20M $20M-$25M
Bass Pro, Inc. $25M-$30M $15M-$20M
Federated Department Stores $15M-$20M $15M-$20M
Wal-Mart Stores, Inc. $15M-$20M