Champions League referees will wear sleeve patches advertising the workwear brand Strauss after the German company became Uefa's first-ever refereeing sponsor, opening up match officials as a distinct sponsorship inventory for European football's governing body.

The three-year deal, announced today, will take effect when the competition's league phase — featuring Arsenal, Aston Villa, Liverpool, Manchester City and Manchester United — begins next week.

The partnership also extends beyond the Champions League, covering the Women's Champions League, Uefa's other men's club competitions including 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 agreement is the latest commercial deal to target football referees, following deodorant and anti-perspirant maker Rexona securing placement on the underarm of fourth officials' shirts at this summer's World Cup. Referees' growing television exposure — heightened in recent years by the scrutiny that accompanies VAR decisions — has made officials an increasingly attractive surface for brands seeking visibility during high-profile matches.

It also marks another 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 a year 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 the official workwear partner for Euro 2024 in Germany, where the company is headquartered.

It made waves in sponsorship circles when it became the first postseason helmet sponsor in Major League Baseball in 2024, shortly after entering the US market. The Uefa deal continues that pattern of the brand attaching itself to previously unsponsored spaces in sport.

As part of the Uefa partnership, the company will offer customers the 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."