November 9: UEFA referees get their first shirt-sleeve sponsor after Strauss signs a long-term partnership with European football’s governing body.
The German workwear brand is extending its partnership with UEFA to become an official partner of Euro 2028 and all national team competitions, in a deal that will also see it become UEFA’s first official refereeing partner, featuring its logo on both sleeves of match officials for the 2026/27 season.
The brand made its debut during the opening matches of the Champions League league stage in September and will also feature in the Women’s Champions League, Europa League and Conference League.
The deal runs until the end of the 2028/29 season and includes Euro 2028 and Women’s Euro 2029. From 2027/28, Strauss will also feature on the back of the referee and stadium training jackets.
“Referees are in the spotlight right now – they’re more visible than ever,” said Strauss CEO and Brand Director Henning Strauss.
“Real leadership shows when things get loud. Whether in a stadium, on a construction site, or in a workshop, this applies to all those who master their craft.”
The deal isn’t just about finding another place for a logo.
Strauss will also contribute to a referee development fund that covers education, training and grassroots programs, while supporting Be a Referee! recruitment campaign.
Its branding will be extended to on-field VAR monitors, while a fan will have access to UEFA’s VAR Remote Center in Nyon as part of the activation.
UEFA Director of Refereeing Roberto Rosetti said: “Refereeing requires dedication, experience, resilience and a constant commitment to improvement. We are delighted to welcome Strauss as a partner who understands and values the work of match officials.
“Together, we will help strengthen referee development pathways, support grassroots initiatives and give fans a greater insight into the professionalism and preparation behind every decision made on the pitch.”
The company has partnered with the Europa League and Conference League since 2021, worked with UEFA on Euro 2024 and moved into American sports through Major League Baseball.
Now he has secured one of the most unusual pieces of sponsorship in European football: the referee.
Contact the writer of this story, Harry Ewing, at (email protected)