Major League Baseball (MLB) has announced a new multiyear international partnership with STRAUSS, a leading European workwear company. This deal makes STRAUSS the Official Workwear Partner of MLB and marks their first league-wide agreement in the United States. STRAUSS entered the U.S. market in late 2023 and aims to increase brand awareness among American consumers.
As part of this partnership, STRAUSS will have marketing rights with MLB across Canada, Mexico, and Europe. Their name and logo will be featured on MLB batting helmets during both the Postseason and regular season games in Europe. Additionally, starting in 2025, their branding will appear on Minor League Baseball (MiLB) batting helmets throughout the entire season.
Henning Strauss, CEO of STRAUSS, expressed his excitement about this collaboration: “We are proud to be the first brand featured on MLB batting helmets in the U.S. We are excited to join the baseball tradition and help the American pastime grow back home in Europe.”
In addition to their presence within Major League Baseball, STRAUSS will also advertise across all 120 Minor League Baseball teams from 2025 onwards. The company’s logo will be prominently displayed on batting helmets worn during over 8,000 scheduled MiLB games each year. This extensive reach allows them to connect with fans who appreciate dedication and personal growth – values that align with those of STRAUSS customers worldwide.
To further engage baseball enthusiasts throughout the season, MLB has created a new digital content platform focused on stolen bases that will be presented by STRAUSS. This platform includes stolen base highlights showcased on various MLB media channels such as MLB Network, MLB.com, and social media platforms.
Noah Garden, Deputy Commissioner for Business & Media at MLB expressed his satisfaction with this partnership: “We are proud that STRAUSS selected Major League Baseball and Minor League Baseball as their marketing platform to introduce its brand to the U.S market…we’re looking forward to working together for years to come.”
STRAUSS’ strategy of connecting with customers through sports has been successful for over a decade in Europe where they have partnered with organizations like UEFA (the European governing body of soccer), Bayern Munich (German Bundesliga club), Liverpool FC (English Premier League club), NFL teams like Kansas City Chiefs as well as rock band Metallica.
Now they see an opportunity through partnering with Major League Baseball and Minor League Baseball to build similar relationships with dedicated baseball fans not only in North America but also Latin America and beyond.
STRAUSS is ready for action as they step up to bat alongside one of America’s favorite pastimes – baseball!
