Liverpool FC announces global partnership with Strauss Workwear

Liverpool FC has entered into a new multi-year global partnership with Strauss, a renowned German brand specializing in engineering and manufacturing performance workwear. This collaboration designates Strauss as the club’s official workwear partner, marking the first such partnership in the Premier League.

View this post on Instagram

A post shared by Liverpool Football Club (@liverpoolfc)

Strauss Gains high visibility across Liverpool FC channels

Beginning with Liverpool’s pre-season tour of the USA, the Strauss brand will enjoy premium visibility across various club channels. This includes branded signage and high-visibility assets such as pitchside LED screens, which will also be featured at Anfield starting in August. This exposure will reach an audience of over 400 million TV viewers throughout the season.

This partnership with Liverpool FC reinforces Strauss’s position as a global leader in the workwear category. Strauss has a well-established history in football sponsorship, with long-standing relationships with the German Football Association and several Bundesliga clubs.

Beyond Germany, Strauss is a lead sponsor for UEFA’s 2024 European Championship, the Champions League, Europa League, and Conference League. The brand is also expanding rapidly in the Americas, sponsoring Major League Soccer’s Los Angeles Football Club and the Mexico national team.