The Major League Baseball (MLB) has announced a groundbreaking partnership with STRAUSS, a leading German workwear brand.
This multi-year agreement has positioned STRAUSS as the official workwear partner of the MLB. The entity has become the inaugural company to feature on MLB and Minor League Baseball (MiLB) batting helmets in the United States.
Beginning in the 2024 postseason, STRAUSS’s logo will be prominently displayed on MLB batting helmets. In 2025, the brand’s logo will extend to all MiLB and MLB helmets used in European games. Beyond the helmet placement, the partnership includes marketing rights for Minor League Baseball and a customised year-long content platform across MLB media assets.
Commenting on the occasion, STRAUSS CEO, Henning Strauss, said, “Whether on the field or in the field, your gear is a source of pride. We know that fans of America’s pastime are loyal, dedicated, and value a job well done — just like the STRAUSS fans around the world who love our family’s iconic ostrich logo.
“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.”
Noah Garden, MLB Deputy Commissioner, Business & Media, added, “We are proud that STRAUSS selected Major League Baseball and Minor League Baseball as the marketing platform to introduce its brand to the U.S. market.
“The fact that our two organizations have so much in common — generational legacy, teamwork, dedication to a craft, celebrating a job well done — is a key to what made this partnership so compelling and we’re looking forward to working together for years to come.”
Founded in 1948, STRAUSS is a European leader in workwear, safety footwear, and personal protective equipment. The renowned workwear brand is known for high-quality, functional designs, and prioritises comfort and safety for professionals across various trades. Its products are available online and in stores throughout Europe and the United States.
The manufacturer of workwear solutions boasts established sponsorships with major European tournaments like the UEFA Euro 2024, UEFA Champions League, UEFA Europa League, and UEFA Conference League. Additionally, its expansion into the Americas includes partnerships with Los Angeles Football Club in Major League Soccer (MLS) and the Mexican national team.
This strategic alliance marks a significant milestone for both MLB and STRAUSS. For MLB, the partnership presents a new avenue for revenue generation and enhanced brand exposure. STRAUSS, on the other hand, gains a high-profile platform to reach a global audience and associate its brand with the excitement and popularity of Major League Baseball.