The European football governing body, UEFA, has announced a new sponsorship collaboration with a German workwear manufacturer, Engelbert Strauss. With this deal, the brand will serve as the official partner of the UEFA EURO 2024.
The agreement expands on the company’s previous collaborations with the European soccer governing body’s tournaments, the UEFA Europa League and the UEFA Europa Conference League, which have been in the position since 2021.
Furthermore, Engelbert Strauss also has a long history of collaboration with the German Football Association (DFB) and Germany’s national football clubs.
In addition to its new EURO 2024 cooperation, the organisation has appointed Giulia Gwinn and Laura Freigang as brand ambassadors.
EURO 2024 will be held in ten cities throughout Germany from June 14 to July 14, 2024.
UEFA Marketing Director, Guy Laurent-Epstein, said, “We are honoured that Engelbert Strauss is building on its partnership with the Uefa Europa League and the Uefa Europa Conference League and is now becoming a sponsor of our flagship men’s national team tournament – the UEFA Euro.
“Supporting those who work hard is something UEFA and Engelbert Strauss have in common, and we look forward to developing our ever-expanding partnership even further over the coming years.”
Henning Strauss, Director and Chief Executive Strauss Brand, commented, “The UEFA European Football Championship makes the hearts of football fans beat faster worldwide. Strauss is the workwear partner of the tournament – of those working behind the scenes to deliver this global football festival. We’re all working towards the next football festival in Germany in the summer of 2024.”