Workwear brand Engelbert Strauss the official UEFA EURO 2024 partner

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UEFA EURO 2024
Image credit: UEFA

Engelbert Strauss has expanded its presence in the European market by announcing they will become the official workwear partner of the 2024 Men’s UEFA EURO Championships in Germany.

The top European, German-based work and utility brand already has existing partnerships in place with UEFA’s Europa and Conference Leagues since 2021. Domestically, Engelbert Strauss have been huge advocates for German Football, long supporting the German Football Association and National teams.

In order to raise awareness heading into EURO 2024, the brand is partnering with German Top Women’s Players, Giula Gwinn and Laura Freigang. Both players featured this year in the Women’s EURO Championships in England, and will play a large role in promoting Engelbert Strauss on the road to EURO 2024.

UEFA Marketing Director Guy-Laurent Epstein commented on the workwear brand expanding its support in European football.

“We are honoured that Engelbert Strauss is building on its 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.” he said in a statement.

“Supporting those who work hard is something UEFA and Engelbert Strauss have in common, and we look forward to developing our ever-expanding partnership even further over the coming years.”

Engelbert and Strauss has over 100 years of experience producing high quality workwear, and today produces some of the most modern and innovative products. Their quality designs and product durability have led to the company gaining a cult following on its way to becoming one of Europe’s most popular lifestyle brands.

Henning Strauss, Strauss Brand Director and CEO, added via press release:

“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.”

The German Men’s National team has won the EURO tournament three times previously and will be striving for success in the Summer of 2024. The 17th edition of the tournament will feature across 10 German cities and world class stadiums. Berlin, Cologne, Dortmund, Düsseldorf, Frankfurt, Gelsenkirchen, Hamburg, Leipzig, Munich, and Stuttgart all play host to EURO matches.

The tournament will be Germany’s first major tournament since hosting the FIFA Women’s World Cup in 2011, and the FIFA Men’s World Cup in 2006. As for the EURO competition, West Germany hosted the tournament in 1988, but this will be the first European Championships on German soil since West and East Germany reunified to become Germany in 1990.

The tournament will run between June and July of 2024 with the opening match kicking off on June 14, and the final taking place a month later on July 14 in Berlin. Qualifying matches for the tournament will kick-off in March 2023.

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Glasgow City FC and ALT Champion Sustainable Women’s Football

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Image credit: Insta_Photos / Shutterstock.com

Glasgow City FC has confirmed a new deal, which the club believes could serve as a model for funding a sustainable future for women’s football.

Glasgow City FC introduced the City Collective at the start of the 2025/26 season, a sponsorship model for female-led, purpose-driven businesses and cultural organisations that reflect the club’s values, fostering a network of mutual benefit.

The City Collective has now secured title sponsorship from ALT, a Glasgow-based creative campaigns agency led by co-founder Laura Haggerty.

At its heart, ALT specialises in strategic use of media and digital channels, and they build on this expertise by working with a collective of external experts, the ALT Collective, which includes specialists in brand design, PR, web development, and insight.

Glasgow City FC Head of Commercial Stef McLoughlin, expressed the values that guide the club and its community.

“‘Well behaved women seldom make history’ is an ethos we carry into everything we do. In the words of our co-founder, Laura Montgomery, it honours the many women who have defied expectations to make change and speaks to our players, our supporters and our community who continue to do the same,” she said via press release.

“Laura and ALT are the types of individuals and businesses we dreamed of attracting to the City Collective, and we’re thrilled they’ve seen the potential to partner with us in such a meaningful way.”

Founded in 2018, ALT is a creative campaigns agency that has quickly established a strong presence in women’s sport and beyond, delivering marketing campaigns for national and club-level women’s competitions, as well as the World Boxing Championships, which this September featured men’s and women’s bouts on equal footing.

ALT Co-founder Laura Haggerty, reflected on the shared vision between the agency and the club.

“When I heard about the club’s desire to combine Glasgow’s female business, cultural and sports leaders under one network, I knew instantly we shared values. I am convinced the City Collective can mature, not only being of great mutual benefit to the club and its supporters, but become a brilliant template for all women’s football teams to follow that will help galvanise and grow its support base and advocates,” she said via press release.

“I’m so proud ALT will be working in partnership with the club to improve its standing in the city, and create lasting, tangible opportunities for powerful women to connect with each other across the city.”

This alliance sets a new benchmark for women’s football, promoting both sustainability and growth by creating lasting opportunities, strengthening community engagement, and providing a model for other clubs to follow.

Macarthur Bulls Strengthen Ties with Better Life Mobile

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Image credit: Macarthur Bulls FC

Macarthur Bulls FC has confirmed that Better Life Mobile will join the club as a major supporter for the current season.
This new alliance brings together two organisations dedicated to value, community involvement and inclusion, with Better Life Mobile set to feature on the sleeve of the Bulls’ 2025/26 jersey.

Better Life Mobile is Australia’s “fair mobile phone company,” operating as a certified social enterprise through Social Traders and earning global recognition for its innovative efforts to keep vulnerable communities connected.

Its social impact has been acknowledged internationally, with the company receiving the Most Impactful MVNO award at the MVNO Nation Awards in Spain for both 2024 and 2025 ceremonies, highlighting its leadership and commitment to environmental, social, and governance (ESG) excellence.

Better Life Mobile began when its founders, Russel and Adrian, set out to help people experiencing homelessness access affordable mobile service, a need they saw was being ignored. Since then, the mission hasn’t changed: to make mobile phone use more equitable and affordable for everyone.

Through its connection with Macarthur Bulls, Better Life Mobile will offer members, fans, and club staff access to its prepaid mobile and internet services delivering strong coverage, flexible plans, and competitive pricing, while supporting the club’s commitment to affordability and community accessibility.

Better Life Mobile CEO Ante Zizic, shared his enthusiasm for the new collaboration.

“Partnering with Macarthur Bulls is a perfect match for Better Life Mobile. We believe strongly that access to affordable, transparent mobile and internet services is a key enabler for community participation and connectivity. By working together with the Bulls, we can offer supporters and members a real alternative in telecommunications – one without hidden fees, one that supports inclusion, and one that gives value. We’re excited to play our part in the club’s success and its connection with the local community,” he said via press release.

Macarthur Bulls FC Chief Commercial Officer Mark Jensen, reflected on the significance of the new collaboration for both the club and its community.

“We are thrilled to welcome Better Life Mobile as a major partner of the Macarthur Bulls,” he said via press release.

“This partnership strengthens our commitment to making our club accessible, community-focused and future-facing. With Better Life Mobile’s flexible and fair prepaid mobile and internet solutions, our supporters, players and volunteers will benefit, and the club’s reach and digital engagement will be enhanced. We look forward to a successful and dynamic collaboration.”

Better Life Mobile seeks to give back to the community through a range of social initiatives, providing mobile phones with free credit to those most in need. Its annual “Santa Calls” campaign supplies community organisations and welfare agencies across Australia with free phones and call credit.

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