European soccer's governing body UEFA has brought in Haleon, the global healthcare firm, as its first-ever medical health partner.
Through a multi-year tie-up unveiled earlier today, Haleon becomes a sponsor of the UEFA Medical wing.
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The two organizations will work to "strengthen standards and guidance in pain management" through pooling their research teams.
They will also collaborate on developing educational initiatives like webinars and digital learning modules.
Indeed, the pair have already worked alongside each other on research around the use of anti-inflammatory drugs for sports injuries.
Eran Gefen, a Haleon vice president, has said: “Haleon’s role in this collaboration is to bring medical expertise that strengthens the scientific guidance available to healthcare professionals managing pain in active individuals."
Dr Zohan Bahtijarević, chief of medical and anti-doping at UEFA, added: "Strengthening the quality and clarity of scientific evidence remains central to UEFA Medical’s mission, and this collaboration provides a valuable framework to continue that work.”
Commercially speaking, UEFA unveiled in early April that it had entered into exclusive negotiations with sportswear giant Nike.
The US heavyweight is in exclusive talks around becoming the official ball supplier for the elite UEFA Champions League club competition, and taking over that contract from German rival Adidas.
