Workwear brand Engelbert Strauss has expanded its relationship with European soccer’s governing body UEFA by becoming the latest sponsor of Euro 2028.
The German company will serve as a global sponsor of UEFA’s flagship men’s national team competition, strengthening its long-standing partnership with the body.
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The agreement builds on Strauss’ involvement as the official workwear partner of UEFA Euro 2024 in Germany. The brand has also been a partner of the UEFA Europa League and UEFA Conference League club competitions since 2021.
Strauss was also recently named as the first-ever official partner of the UEFA Refereeing division, in an agreement running through 2028-29.
As part of that three-year agreement, the Strauss logo features on the sleeves of UEFA referees' kits, with the deal extending across all major UEFA national team and club competitions. Branding will also be visible on VAR monitors and within UEFA's Video Operations Room.
As a global sponsor of Euro 2028, the brand will receive exclusive marketing and promotional rights, including brand visibility throughout the tournament and fan engagement opportunities across the host nations and other global markets.
Strauss will further extend its presence and engagement throughout the tournament by supporting the Referee Assistant's Escort S&E programme.
The company is seeking to use the Euro 2028 partnership to develop its presence in the United Kingdom, one of its key international growth markets.
Henning Strauss, CEO and owner of Strauss, said: “UEFA Euro 2028 offers us a unique platform to further expand our presence in the British market and reach new audiences – from professional users to retail partners.”
Last month, Betano, the sports betting brand owned by Kaizen Gaming, also extended its partnership with UEFA to become a Euro 2028 sponsor, while Chinese electronics brand Hisense renewed its long-running tie-up with the continental body in September to cover the tournament.
Other Euro 2028 partners announced in recent months include online travel booking platform Booking.com and BT Group, the heavyweight UK telecoms firm.
The tournament will take place across eight host cities and nine stadiums in England, Wales, Scotland, and Ireland from June 9 to July 9, 2028.
The CAA Eleven agency markets commercial rights to UEFA’s national teams competitions under the current cycle but will be replaced by sports media and commercial agency Relevent after Euro 2028.
Relevent was recently awarded an eight-year contract running through 2036, covering future editions of the men's Euros in 2032 and 2036, as well as the 2029 and 2033 women's editions.
The agreement covers sponsorship sales, media rights, licensing, and other associated commercial rights.
CAA Eleven was set up in 2012 to manage the UEFA partnership.
