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Strauss has been a dedicated Association Partner of the German Football Association and an Official Partner of the German national football team for an extended period. Employing a sports sponsorship strategy concentrated on the premium sector, Strauss holds the position of the official workwear partner for the men’s UEFA European Football Championship 2024. Since 2021, the company has also been an official sponsor of the UEFA Europa League and the UEFA Conference League. Additionally, Strauss plays a supportive role as a Presenting Partner for the Champions Hockey League. The brand extends its presence to virtual stadiums, with the iconic ostrich making an appearance in the FIFA 23 video game.
