Engelbert Strauss, the German workwear and safety equipment firm, has today (September 29) renewed its sponsorship of European soccer’s UEFA Europa League and Europa Conference League club competitions for the 2024-27 cycle.

The company will serve as a partner for the second consecutive club competition cycle after first signing up for the current 2021-24 commercial rights period.

The new deal was agreed with Team Marketing, UEFA’s long-time agency partner.

For the next three seasons, Engelbert Strauss will continue to benefit from advertising board exposure, stadium hospitality, exclusive on-site experiences at all matches in both competitions, as well as branded content visibility across digital and social media platforms.

Engelbert Strauss is the first Europa League and Conference League partner to be announced for the 2024-27 cycle.

The competition’s current sponsors also include Heineken 0.0, Hankook, Enterprise, Swissquote, Just Eat, and Bwin.

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Henning Strauss, Engelbert Strauss chief executive and creative director, said: "We have a brilliant partnership with UEFA, and we’re super excited to announce we’re extending it. This move strengthens Strauss’ position in European football.

“The UEFA Europa League and UEFA Europa Conference League are a perfect showcase for Strauss, helping us present our brand internationally through their unrivaled matchday environments.”

Engelbert Strauss expanded its commercial relationship with European soccer’s governing body UEFA last October by becoming a partner of the Euro 2024 national team tournament taking place in Germany next year.

The company also has long-standing partnerships with the German Football Association and Germany’s national teams.

Earlier this month, Dutch brewer Heineken extended its long-term sponsorship of the top-tier UEFA Champions League for the new 2024-27 commercial cycle.

Heineken will not be renewing its deal for the Europa League and Conference League.