The Premier League (PL) club, Liverpool Football Club (LFC) have secured a multi-year global partnership with STRAUSS, a leading German workwear brand.
This groundbreaking deal marks the first official workwear partnership in Premier League history.
The German workwear company, renowned for its commitment to innovation and functionality, will supply the Merseyside club staff with a range of high-performance workwear. This ensures comfort and efficiency for the people who keep the club running behind the scenes.
The partnership has granted the workwear retailer significant brand visibility across LFC channels. This includes branded signage, high-visibility assets, and prominent placement on pitchside LED screens at Anfield, reaching over 400 million TV viewers globally throughout the new season. This strategic alliance was officially launched during the Reds’ recent US pre-season tour, highlighting the German workwear giant’s expanding global presence.
Commenting on the partnership, Ben Latty, Chief Commercial Officer at LFC, said, “As a family-owned business, with hard work and innovation at its core, STRAUSS aligns perfectly with our values as a club.
“We also both take great pride in our heritage, our communities and the knowledge that success is built on teamwork. This new partnership is a real natural fit and we’re thrilled to welcome STRAUSS as the newest member of the LFC partner family.”
Henning Strauss, CEO of STRAUSS, said, “Liverpool FC is one of the biggest names in sports, with the fanbase to match. This LFC partnership moves STRAUSS into the Premier League and underscores our global ambition.
“Over the coming years, we will continue building our portfolio of partnerships across the globe with organisations that, like Liverpool, share an emotional connection to the hard-working people who make up STRAUSS’ customer base. We couldn’t be happier.”
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 that prioritize 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, their expansion into the Americas includes partnerships with Los Angeles Football Club in Major League Soccer (MLS) and the Mexican national team.
This partnership is followed by pacts with Husqvarna, Japan Airlines, PT Kanmo Weston Retailindo, AXA, and Over the Pitch.
Following a third-place finish, the Anfield side enters a new era under manager Arne Slot. The club’s season kicks off on August 17 with an away match against Ipswich Town.