STRAUSS Named First Official Partner Of UEFA Refereeing
UEFA has announced STRAUSS as the first Official Partner of UEFA Refereeing in a long-term agreement covering major European club and international competitions.
From the 2026/27 season, the STRAUSS logo will appear on both sleeves of match officials in selected UEFA competitions, beginning with Matchday 1 of the UEFA Champions League league phase from 8–10 September 2026.
The partnership will run until the end of the 2028/29 season and covers the UEFA Champions League, UEFA Women’s Champions League, UEFA Europa League and UEFA Conference League, as well as UEFA EURO 2028, UEFA Women’s EURO 2029 and a range of youth, futsal and national-team competitions.
From 2027/28, STRAUSS branding will also feature on the backs of match officials’ training and stadium jackets.
Henning Strauss, CEO and Chief Brand Officer of STRAUSS, said: “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.”
The agreement will be activated through the campaign platform Lead When It’s Loud, connecting the leadership, precision and teamwork of elite match officials with the demands placed on skilled tradespeople.
Strauss, added: “Refereeing is becoming more digital, too. Today’s referees rely on high-tech tools to manage the game. Innovations like VAR, live announcements and Ref Cams create transparency and support their work, but the final decision remains a human one. It’s the same in any field of work: getting the job done right takes trust in experience, precision and clear communication.”
STRAUSS will contribute to a dedicated development fund supporting referee education, training and progression, together with grassroots initiatives across Europe. The partnership will support UEFA’s referee recruitment and awareness programmes, including the Be a Referee! campaign.
Roberto Rosetti, UEFA refereeing director, said: “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.”
The rights package includes an exclusive fan experience offering one STRAUSS fan the opportunity to watch a European fixture from inside UEFA’s VAR Remote Centre at its headquarters in Nyon. STRAUSS branding will also appear on pitchside VAR monitors.
The deal expands STRAUSS’ existing sports marketing portfolio. The brand has partnered with the UEFA Europa League and UEFA Conference League since 2021 and was Official Workwear Partner of UEFA EURO 2024 in Germany. It entered the North American market in 2023 and became Major League Baseball’s first Postseason helmet decal sponsor in 2024.
Strauss added: “It’s great to see your own brand in the spotlight of major sports moments. But a coherent strategy matters much more. Our partnerships are aligned with our target markets and business development. Just like a well-managed investment portfolio, every asset needs to be allocated with purpose.”
Images: UEFA/Strauss
