German clothing brand Engelbert Strauss announces their partnership with UEFA Europa League and the UEFA Europa Conference League, the deal will see the clothing brand become the official partner of both the leagues.
The deal has been signed for three years and will aim to increase viewer interaction with the European leagues.
Engelbert Strauss’ COO Henning Strauss said, “It’s terrific that Engelbert Strauss is now a part of the UEFA club competition partner family, and we look forward to a promising future together. With this move, we are further building our momentum as Europe’s leading workwear and utility brand, As the official partner of the UEFA Europa League and the brand-new UEFA Europa Conference League”.
The deal will be put into action with the start of the 2021/22 season of the UEFA Europa League and the UEFA Europa conference league. The deal will run until the end of the 2023/24 season of both the European competitions.
Going into the new season, the Europa League will see a reduced number of 32 teams from the earlier 48 teams starting in the group stages, going for a similar approach like the Champions League with eight groups of four teams each.
The deal will see the German company increase their global outreach with induced advertisements and campaigns throughout the duration of both competitions.