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Engelbert Strauss becomes official partner of UEFA EURO 2024

Engelbert Strauss expands on its sponsorship of the UEFA Europa League and UEFA Europa Conference League to now partner the next UEFA EURO in Germany.

UEFA is delighted to announce that the German-based work and utility brand, Engelbert Strauss, will be the official workwear partner of the men’s UEFA European Football Championship 2024 in Germany.

A partner of the UEFA Europa League and UEFA Europa Conference League since 2021, Engelbert Strauss also has long-standing partnerships with the German Football Association, and Germany’s national teams. To help build awareness around the tournament, Strauss is partnering up with the two German women’s players Giulia Gwinn and Laura Freigang, who played such an important role at this summer’s UEFA Women’s EURO, who will be ambassadors for the workwear brand.

Guy-Laurent Epstein, UEFA marketing director 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.”

With over 100 years of experience in producing and selling modern and innovative workwear, Engelbert Strauss is Europe’s leading workwear and utility brand. Their utility products have gained a cult following, establishing Strauss as one of Europe’s most popular lifestyle brands.

Henning Strauss, Strauss Brand Director and CEO, said: "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."

Three-time winners Germany will host the 17th UEFA European Championship in the summer of 2024. The tournament will take place across 10 world class stadiums, with the matches taking place in Berlin, Cologne, Dortmund, Düsseldorf, Frankfurt, Gelsenkirchen, Hamburg, Leipzig, Munich, and Stuttgart. The tournament will kick-off in Munich on 14 June 2024, with the final being played in Berlin exactly a month later on 14 July 2024.

The qualifying draw for the UEFA European Championships will take place on 12:00 CET on Sunday 9 October 2022 at the Festhalle exhibition centre in Frankfurt.