Everton Football Club has announced a new multi-year partnership with Strauss, the internationally renowned German workwear brand, who become the Club’s first-ever Official Workwear Partner.
The partnership will see Strauss gain prominent visibility across Everton’s Hill Dickinson Stadium on matchdays, including LED perimeter advertising and big-screen branding, alongside exposure across the Club’s digital platforms and social media channels.
Recognised globally for engineering and manufacturing high-performance workwear, Strauss is one of Germany’s most successful retailers, with annual global sales exceeding €1 billion. The company employs more than 1,800 people worldwide and manufactures across 27 countries, with a significant operational footprint in Southeast Asia.
Becoming Official Workwear Partner of Everton Football Club represents the latest step in Strauss’ strategy of aligning with leading sporting organisations across Europe and the Americas.
Strauss has built a strong reputation within elite sport, boasting long-standing partnerships across the German Bundesliga, including FC Bayern Munich. On the international stage, the brand has partnered with major sporting properties and was a lead sponsor of UEFA EURO 2024, as well as the UEFA Champions League, Europa League and Conference League.
In the Americas, Strauss continues to expand its global footprint through partnerships with Los Angeles FC, the Mexico National Team, and as Official Workwear Partner to both Major and Minor League Baseball, as well as the NFL in Europe.
The collaboration underlines Everton’s commitment to working with innovative global brands, while further strengthening Strauss’ presence within world-class sport.
Mark Rollings, Chief Partnerships Officer at Everton, said:
“Strauss is a globally recognised leader in performance workwear, and we are proud to welcome such a prestigious and creative brand as our first Official Workwear Partner. Their commitment to quality, innovation and international reach aligns perfectly with Everton as a global platform for brands and our passionate worldwide fanbase. This partnership brings a respected brand into a new commercial category for the Club and strengthens our expanding portfolio of world-class partners.”
Strauss has also generated significant global attention through creative collaborations with major cultural icons, including partnerships with Metallica, the Hollywood Stuntmen’s Association and the Country Music Association, and will work with the Club on a series of bespoke Everton activations throughout the lifetime of the partnership.
Henning Strauss, CEO and Chief Brand Officer at Strauss, said:
“For the past two years, we have been intensifying our international expansion and realigning our sponsorship portfolio accordingly.”
“Partnering with Premier Leagues teams like Everton makes perfect sense in this respect, especially when the club and its history reflect our pioneering spirit, first-mover attitude, and appreciation for skilled work.”
The partnership further strengthens Everton’s expanding global commercial roster, following major agreements this year including the stadium naming rights partnership with Hill Dickinson and Founding Partner deals with Pepsi, Budweiser, Castore, Aramark, Seat Unique and Christopher Ward.
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