BIEBERGEMÜND / NYON – STRAUSS, a globally leading workwear brand, is now Official Partner of UEFA Referees. The long-term partnership supports match officials across UEFA’s most prestigious competitions. The partnership will officially kick off with the opening matches in the league phase of this season’s UEFA Champions League. For the first time in UEFA history, referees will wear logo patches on their sleeves featuring the STRAUSS logo. 

FIRST MOVER IN THE FIELD
STRAUSS is adding a true first-mover asset to its global partnership portfolio: the brand is the first Official Partner of UEFA Referees in the association’s storied history. The deal gives STRAUSS a distinctive, lasting presence at the heart of the beautiful game—right on the sleeves of UEFA match officials.

“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,” said Henning Strauss, CEO and Chief Brand Officer of STRAUSS. “STRAUSS and officials have a lot in common. For us, this partnership was a clear call from the start.” STRAUSS is putting this connection into play under the campaign platform Lead When It’s Loud.

HANDS-ON CRAFT. HIGH TECH IN PLAY.
Top-level performance happens when skill, teamwork and the right tools come together. That holds true both for refereeing and for the hands-on work of tradespeople. STRAUSS develops digital tools and workwearables for professionals and puts emerging technologies to work for tomorrow’s master craftspeople. The STRAUSS Toolbox XR app, created as part of the company’s technology partnership with Meta, demonstrates how immersive technologies are currently being used in day-to-day work across professional jobsites. At the same time, STRAUSS is developing its own smart safety glasses, with AI-powered features tailored to specific jobs and contexts, including translation, documentation and cost estimation.

“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,” says Henning Strauss. “It’s the same in any field of work: getting the job done right takes trust in experience, precision and clear communication.”

The partnership also includes an exclusive fan experience. One STRAUSS fan will have the opportunity to experience a European football match from inside UEFA’s VAR Remote Centre at UEFA headquarters in Nyon. There, Video Match Officials support the on-field referees during game-defining situations. STRAUSS will also be featured on the VAR monitors along the sidelines.

INVESTING IN THE FUTURE OF REFEREEING

Beyond on-field visibility, the partnership reflects a shared commitment to the future of refereeing. STRAUSS will contribute to a dedicated development fund supporting the education, training and progression of match officials, as well as grassroots refereeing initiatives across Europe. The collaboration will also support UEFA’s referee recruitment and awareness programmes, including the UEFA Be a Referee! campaign. Together, UEFA and STRAUSS will create content that gives fans insight into the expertise, preparation and decision-making behind elite officiating – highlighting the professionalism, dedication and personal stories of the people who lead the game.

SPORTS SPONSORING IS STRATEGY
STRAUSS has been steadily expanding its global presence for years. The brand entered the North American market in 2023 and made headlines in 2024 with Major League Baseball (MLB), becoming the first Postseason helmet decal sponsor in baseball history. The partnership attracted international attention and has become a benchmark for successful brand leadership in sports marketing.

Through strategic partnerships in sports, entertainment and technology, STRAUSS builds reach and connects the brand with its customers’ cultural worlds. The partnership with UEFA Referees adds a Europe-based platform with global reach to the portfolio and builds on a shared history. STRAUSS has been a partner of the UEFA Europa League and UEFA Conference League since 2021 and was the Official Workwear Partner of UEFA EURO 2024 in Germany. The new refereeing partnership makes its debut during the Champions League league phase from September 8–10, 2026.

“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,” added Henning Strauss.

STRAUSS ON MATCH OFFICIAL JERSEY SLEEVES  
Beginning with the 2026/27 season, referees in selected UEFA competitions will wear the STRAUSS logo on both of their jersey sleeves. The partnership through the end of the 28/29 season includes the UEFA Champions League, UEFA Women’s Champions League, UEFA Europa League and UEFA Conference League; UEFA EURO 2028 and UEFA Women’s EURO 2029; as well as additional youth, futsal and national team competitions. Starting in the 2027/28 season, STRAUSS will also appear on the backs of match officials’ training and stadium jackets.

Roberto Rosetti, UEFA refereeing director: "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."

ABOUT STRAUSS

STRAUSS is a global leader in performance workwear, safety and workwearable solutions. The family-owned group of companies is active across Europe, the United States and Australia and supported by wholesale, retail, franchise and licensing initiatives. The brand’s global footprint is further strengthened by selected partnerships across the sports, entertainment and tech industries. The vision: Becoming the World’s Most Iconic Workwear Brand.

ABOUT UEFA

UEFA is the governing body of European football and a not-for-profit organisation which supports and ensures the world’s most popular sport continues to thrive at all levels across its 55 member associations. As part of its commitment, UEFA invests 97.5% of its revenue in football-related activities, projects and initiatives that ensure the continued development of the men's and women's professional game as well as youth, grassroots and futsal.