Workwear brand Strauss has become the first dedicated sponsor of referees in UEFA competitions, signing a three-year deal that will see its logo appear on referee shirts starting next week. The partnership extends across the Champions League, Europa League, Conference League, and upcoming European Championships.
This sponsorship marks a significant new revenue stream for UEFA and highlights the increasing commercialization of football officiating, potentially influencing how referees are perceived and supported.
Workwear brand Strauss has secured a landmark three-year deal to become the first dedicated sponsor of referees across UEFA competitions. The agreement, announced today, will see the German company's logo displayed on the sleeves of referees officiating in the Champions League, Women's Champions League, Europa League, and Conference League, as well as for Euro 2028 and Women's Euro 2029.
The partnership is set to commence with the upcoming league phase of the Champions League. This move signifies a new commercial avenue for football officiating, following a similar, though less comprehensive, deal with deodorant brand Rexona for the World Cup.
Henning Strauss, CEO of the company, expressed enthusiasm for the partnership, drawing parallels between the brand's values and those of referees. "Referees are in the spotlight at the moment: they are more visible than ever. Real leadership shows when things get loud," he stated.
UEFA refereeing director Roberto Rosetti welcomed Strauss, emphasizing the shared understanding of the dedication required for match officials. He indicated that the collaboration would focus on enhancing referee development, supporting grassroots initiatives, and offering fans deeper insights into the preparation and professionalism behind officiating decisions.