UEFA has signed a three-year partnership with German workwear and safety equipment brand STRAUSS, appointing the company as the first official partner of UEFA Refereeing in a deal that expands the commercial platform around match officials across European football.
Running through the end of the 2028-29 season, the partnership will cover a wide range of UEFA competitions from the 2026-27 campaign, including the UEFA Champions League, UEFA Women’s Champions League, UEFA Europa League, UEFA Conference League, UEFA EURO 2028, UEFA Women’s EURO 2029, youth competitions and futsal.
The agreement will give STRAUSS prominent visibility across UEFA’s refereeing ecosystem. Its branding will appear on the sleeves of UEFA match officials’ kits, while from the 2027-28 season the company will also feature on the back of referees’ training and stadium jackets. The partnership will extend to VAR infrastructure, with STRAUSS branding appearing on pitchside VAR monitors and within UEFA’s Video Operations Room in Nyon, Switzerland.
Beyond brand exposure, the agreement includes a focus on the development of refereeing across Europe. STRAUSS will support referee education and training, development pathways and grassroots initiatives, while also backing UEFA’s “Be a Referee!” campaign to encourage recruitment and improve understanding of the role among fans.
Roberto Rosetti, UEFA Refereeing Director, said, “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.”
Henning Strauss, CEO and Owner, STRAUSS, added, “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. STRAUSS and officials have a lot in common. For us, this partnership was a clear call from the start.”
For STRAUSS, the partnership will be activated through its “Lead When It’s Loud” campaign, which seeks to connect the pressure faced by elite referees with that experienced by skilled professionals in other fields.
The collaboration will be activated under STRAUSS’s “Lead When It’s Loud” campaign, which draws parallels between the pressure faced by elite referees and skilled professionals in other industries. The brand intends to use content and fan experiences to highlight the preparation, expertise and decision-making involved in modern officiating.
The agreement builds on STRAUSS’s existing relationship with UEFA and gives the brand a distinctive pan-European platform while establishing it as the first commercial partner specifically associated with UEFA refereeing.
