A new sponsorship deal has been announced between Liverpool FC and the German workwear company STRAUSS.
- This multi-year global partnership is a first in the Premier League for workwear sponsorship.
- Supporters will see STRAUSS branding during the pre-season tour in the USA and throughout the season at Anfield.
- Ben Latty, LFC’s chief commercial officer, praises STRAUSS for aligning with the club’s values of hard work and innovation.
- STRAUSS CEO Henning Strauss expresses excitement about expanding the brand’s global portfolio through this partnership.
Liverpool FC has forged a groundbreaking sponsorship deal with STRAUSS, the renowned German workwear brand. This deal marks a significant first in the Premier League, as it brings workwear sponsorship into the football realm. The agreement, which spans multiple years, designates STRAUSS as the official workwear partner for the club.
Supporters of the team will have their first glimpse of this partnership during the Reds’ pre-season tour in the USA. STRAUSS branding will feature prominently across various club channels, including pitchside LED screens. These advertisements are expected to reach over 400 million TV viewers worldwide throughout the new season.
According to Ben Latty, Liverpool FC’s chief commercial officer, the partnership with STRAUSS is a natural fit. He noted, ‘As a family-owned business, with hard work and innovation at its core, STRAUSS aligns perfectly with our values as a club.’ Latty also highlighted the shared heritage and community focus between the two entities, emphasising teamwork as a key to success.
This partnership further elevates STRAUSS as the leading global sponsor in the workwear category. Their strategy of collaborating with football organisations is well-established, with ongoing relationships with the German Football Association and several Bundesliga clubs. STRAUSS also sponsors UEFA’s 2024 European Championship, Champions League, Europa League, and Conference League.
Henning Strauss, CEO of STRAUSS, shared his enthusiasm, stating, ‘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.’ He further expressed a commitment to building partnerships with organisations that share an emotional connection to STRAUSS’s customer base.
This partnership represents a significant step for both Liverpool FC and STRAUSS in their global ambitions.