July 28 – Workwear specialist Engelbert Strauss has signed a three-year UEFA Europa League and UEFA Europa Conference League partnership that will through to the end of the 2024 season.
No value was given for the deal that will see the brand designated as an Official Partner of a UEFA competition.
UEFA has adapted its Europa League competition reducing the group stage from 48 to 32 teams. The eight group winners will qualify for the last 16 knockout rounds, while the second and third placed in each group will play a knock out round to get the last 16.
The big change to UEFA’s club competitions structure next season is the new Europa Conference League which will open up international competition to more clubs.
For sponsors of the Europa League this gives them significantly more pan-European marketing opportunity.
Guy-Laurent Epstein, UEFA marketing director said: “As we have been able to grow the number of European club competitions starting in 2021/22 simultaneously, we are delighted to have been able to agree a new partnership with a similarly growing brand in Engelbert Strauss.”
Engelbert Strauss is a family-owned business headquartered in Biebergemünd, Germany, but marketing workwear and safety products worldwide.
Henning Strauss, Engelbert Strauss CEO and creative director, said: “With this move, we are further building our momentum as Europe’s leading workwear and utility brand, and we are taking our sponsorship activity to the next level. As the Official Partner of the UEFA Europa League and the brand-new UEFA Europa Conference League, we are bolstering our international visibility with world-class international coverage of something we know our core and future customers are passionate about.”
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