Champions League referees will sport sleeve patches advertising workwear brand Strauss after the German company became Uefa’s first ever refereeing sponsor.
The three-year deal, announced today, will take effect when the competition’s league phase, involving Arsenal, Aston Villa, Liverpool, Manchester City and Manchester United, begins next week.
The Strauss partnership also covers the Women’s Champions League, Uefa’s other men’s club competitions, the Europa League and Conference League, as well as Euro 2028 and Women’s Euro 2029.
“Strauss and officials have a lot in common. For us, this partnership was a clear call from the start,” said CEO Henning Strauss.
“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.”
The deal is the latest commercial deal to target football referees, after deodorant and anti-perspirant maker Rexona secured placement on the underarm of fourth officials’ shirts at this summer’s World Cup.
It also marks the latest shift in Uefa’s sponsorship portfolio ahead of the Champions League resuming, after Hyundai stepped in to replace Just Eat, which walked away from its £40m-a-year deal early amid drastic cost-cutting.
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Strauss, best known for making functional trousers and safety shoes, has been a Uefa partner since 2021 in the Europa League and Conference League and was also its official workwear partner for Euro 2024 in Germany, where it is headquartered.
It made waves in sponsorship circles when it became the first postseason helmet sponsor in Major League Baseball in 2024, shortly after it entered the US market.
As part of its Uefa partnership, the company will offer customers a chance to watch a Champions League game live from the VAR remote centre in Nyon, Switzerland.
“Refereeing requires dedication, expertise, resilience and a constant commitment to improvement,” said Uefa refereeing director Roberto Rosetti.
“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.”