Strauss becomes first dedicated Champions League referee sponsor
Champions League referees will sport sleeve patches advertising workwear brand Strauss after the German company became Uefa’s first ever refereeing sponsor. The three-year deal, announced today, will take effect when the competition’s league phase, involving Arsenal, Aston Villa, Liverpool, Manchester City and Manchester United, begins next week. The Strauss partnership also covers the Women’s…
German workwear brand Strauss has become UEFA's first dedicated Champions League referee sponsor, announcing a three-year deal that will take effect during the competition's upcoming league phase. The partnership extends to UEFA's Women's Champions League, men's club competitions, Europa League, Conference League, Euro 2028, and Women's Euro 2029.
Strauss CEO Henning Strauss commented, "Referees are in the spotlight at the moment: they are more visible than ever. Real leadership shows when things get loud." The deal follows Strauss's existing UEFA partnership in the Europa League and Conference League, as well as their official workwear sponsorship for Euro 2024. Strauss, known for functional trousers and safety shoes, has recently ventured into Major League Baseball as the first postseason helmet sponsor.
Under this new agreement, Strauss customers will have the opportunity to watch a Champions League match live from the VAR remote center in Nyon, Switzerland. Uefa's refereeing director, Roberto Rosetti, expressed delight at the partnership, stating that it will strengthen referee development pathways, support grassroots initiatives, and provide fans with greater insight into the professionalism that goes into every decision on the pitch.
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