German-based workwear and utility brand, Engelbert Strauss has expanded on it’s sponsorship of UEFA’s Europa League and Europa Conference League to now include the 2024 UEFA EURO.

The century-old manufacturer will become the official workwear partner of the men’s European Football Championship at the next tournament in Germany.

This deal expands the already large presence the Engelbert Strauss brand has on European football, not only has it been partnered with two other continental tournaments since 2021, the company also has a long-standing partnership with the German Football Association, and Germany’s National teams.

Additionally, German footballers Giulia Gwinn and Laura Freigang have partnered with Engelbert Strauss to build awareness around the tournament.

UEFA marketing director, Guy-Laurent Epstein, said: “We are honoured that Engelbert Strauss is building on it’s 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 erver-expandinng partnership even further over the coming years,” he said.

Egelbert Straus brand director and CEO, Henning Strauss, added: “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,” he said.

The deal follows the Women’s EURO tournament breaking viewership records in the 2022 tournament.