MLB announced a new multi-year international partnership with European brand STRAUSS that among other initiatives, makes the German company the league’s official workwear partner. The partnership marks STRAUSS’ first league-wide deal in the United States.
The agreement also grants the company MLB marketing rights across Canada, Mexico and Europe. STRAUSS first entered the U.S. market late last year.
In addition to Major Leagues, STRAUSS is also going to advertise across the 120 Minor League affiliates, beginning in 2025. Batting helmets worn during Minor League games every year through 2027 will feature the STRAUSS logo and the brand will be promoted further across MLB and MiLB digital media platforms.
“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,” MLB deputy commissioner of business and media Noah Garden said in a statement.
“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 chief executive officer Henning Strauss added: “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.”
Also as part of the deal, MLB created a new digital content platform to highlight stolen bases, which is presented by STRAUSS.
STRAUSS advertisement on MLB batting helmets
Arguably the biggest aspect of the new agreement between MLB and STRAUSS is the implementation of the company’s logo appearing as an advertisement on batting helmets for the postseason.
The ads, sized 5-by-0.92 inches, are going to be on the side of every helmet and feature “STRAUSS” alongside the company’s ostrich logo in white, placed on a red square. The color scheme will be flipped for teams with red helmets.
The 2024 postseason and World Series are going to represent the first time MLB has ever implemented a universal logo on all helmets. They previously have done so for select select international games, which the San Diego Padres took advantage of during the Seoul Series, but Los Angeles Dodgers did not.
Major League Soccer became the first of the major North American leagues to allow advertisement patches on jerseys in 2007. The NBA followed suit at the start of their 2017-2018 season, NHL allowed helmet ads in 2020-2021 season and on jerseys the following year, and MLB jersey ads began in 2023.
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