STRAUSS partners with MLB in new international sponsorship pact to become first brand partner on MLB and Minor League Baseball batting helmets in the US

Major League Baseball today announced a new multi-year international partnership with European workwear leader STRAUSS that makes the German company the Official Workwear Partner of MLB. The partnership marks STRAUSS’ first league-wide deal in the United States. STRAUSS entered the U.S. market in late 2023, and American brand awareness is the cornerstone of its marketing efforts. The new partnership also affords STRAUSS marketing rights with MLB across Canada, Mexico and Europe. As part of the deal, STRAUSS’ name and logo will adorn MLB batting helmets during the Postseason and regular season games in Europe, as well as MiLB batting helmets all season long, beginning in 2025.

“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,” says STRAUSS CEO Henning Strauss. “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 the Major League platform, STRAUSS is also advertising across the 120 Minor League Baseball teams, starting in 2025. The batting helmets worn during the 8000+ scheduled MiLB games every year will feature the STRAUSS logo and the brand will be promoted further across MLB and MiLB digital media platforms. Minor League players represent the commitment to craft and to personal betterment that STRAUSS customers worldwide can relate to as they pursue their dreams. Minor League Baseball is also the second-highest attended professional sports league in North America (behind only Major League Baseball) and the Minors’ footprint accesses over 70% of the US population—and over one-third of MiLB markets have no overlap with other major Tier 1 US sports franchises.

To further reach baseball fans during the season, MLB has created a new digital content platform focused on stolen bases, to be presented by STRAUSS. This platform includes stolen base highlights on MLB Network, MLB.com and MLB social media channels where STRAUSS can celebrate the preparation, strategic thinking and decisive action necessary to support your team in a job well done.

“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,” said Noah Garden, MLB Deputy Commissioner, Business & Media. “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.”

STRAUSS’ strategy of connecting to customers through sports has been in place for more than a decade. In Europe, the company sees a strong crossover between its most loyal customers and the continent’s legion of sports fans. By working with organizations like UEFA (the European governing body of soccer) and clubs including Bayern Munich of the German Bundesliga and Liverpool FC of the English Premier League, STRAUSS has been able to maximize its brand recognition in a key demographic.

It is a strategy that has also proven valuable for American sports organizations looking to make an impact in Europe. The company’s European division already works with the NFL and Kansas City Chiefs. Even the rock band Metallica has partnered with STRAUSS to drive growth in the European market.

STRAUSS believes Major League Baseball and Minor League Baseball represent an opportunity for all three organizations to build a similar relationship with dedicated baseball fans in the United States, North America, Latin America, Europe, and beyond.

STRAUSS is on deck and ready to go yard.