UEFA signs new deal with STRAUSS

The Union of European Football Associations (UEFA) has announced a three-year partnership with STRAUSS, a workwear and safety equipment brand.

STRAUSS has teamed up with the European football–governing body as the first-ever official partner of UEFA refereeing. Its logo will thus be present on UEFA referees’ matchday and training shirts, starting with the ongoing edition of the UEFA Champions League, with further branding exposure via the VAR monitors at UEFA competitions as well as within UEFA’s Video Operations Room (VOR) in Nyon, Switzerland, also part of the agreement.

Additionally, STRAUSS will create a dedicated development fund aimed at supporting the education, training, and progression of match officials, as well as grassroots refereeing initiatives across Europe. Further support for UEFA’s referee recruitment and awareness programmes, including the “UEFA Be a Referee!” campaign and other initiatives, is also included, as is collaboration between STRAUSS and UEFA on fan engagement activities and other initiatives. 

Roberto Rosetti, UEFA Refereeing Director, commented:

“Refereeing requires dedication, expertise, resilience and a constant commitment to improvement. We are delighted to welcome STRAUSS as a partner that understands and values the work of match officials. Together, we will help strengthen referee development pathways, support grassroots initiatives and provide fans with greater insight into the professionalism and preparation that lie behind every decision made on the pitch.”

Henning Strauss, CEO and Owner, STRAUSS, added:

“Referees are in the spotlight at the moment: they are more visible than ever. Real leadership shows when things get loud. Whether it’s in a stadium, on a construction site, or in a workshop, that applies to all those who master their craft. STRAUSS and officials have a lot in common. For us, this partnership was a clear call from the start.”