UEFA and STRAUSS partner to elevate refereeing across European football

UEFA and STRAUSS, a leading brand for workwear, safety equipment and work-wearables, today announced a new partnership dedicated to supporting and developing refereeing across European football, reinforcing the vital role match officials play at every level of the game.

Under the agreement, STRAUSS will become the first-ever official partner of UEFA refereeing, with its brand integrated across a range of refereeing activities and competitions.

As part of the partnership, the STRAUSS logo will feature on UEFA referee apparel over the course of the three-year agreement, including match and training kits, providing visibility across all competitions involving UEFA-appointed match officials – starting with matchday one in the UEFA Champions League. STRAUSS branding will also appear on VAR monitors at UEFA competitions and within UEFA's Video Operations Room (VOR) in Nyon, Switzerland.

Beyond brand integration, the partnership reflects a shared commitment to the future of refereeing. STRAUSS will contribute to a dedicated development fund aimed at supporting the education, training and progression of match officials, as well as grassroots refereeing initiatives across Europe.

The collaboration will also support UEFA's referee recruitment and awareness programmes, including the UEFA Be a Referee! campaign and other initiatives designed to inspire the next generation of match officials and promote a greater understanding of refereeing.

In addition, UEFA and STRAUSS will work together to create engaging content that offers fans unique insights into the expertise, preparation and decision-making that underpin elite officiating. The content will showcase the professionalism and dedication of referees while highlighting the personal stories of those who play an essential role in the game.

Roberto Rosetti, UEFA refereeing director: "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: “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.”

The partnership marks an important step in UEFA's ongoing efforts to strengthen refereeing across Europe, supporting the recruitment, development and retention of match officials while increasing understanding and appreciation of their crucial role within the game.