Roger Hampel
Credit: Liverpool FC
Liverpool FC (LFC) has announced a multi-year global partnership with the renowned German brand, STRAUSS, marking the first of its kind within the league. This collaboration designates STRAUSS as the official workwear partner of Liverpool FC, creating a synergy between the two organizations known for their commitment to excellence and innovation.
A Global Debut in the USA
The partnership will make its debut during LFC's highly anticipated pre-season tour of the USA. Fans can expect to see the STRAUSS brand prominently featured across various club channels and high-visibility assets, including pitchside LED screens. These branded signs will also be showcased at Anfield starting in August, reaching over 400 million TV viewers throughout the upcoming season. This strategic visibility underscores STRAUSS’s commitment to expanding its global footprint.
Shared Values and Vision Liverpool FC STRAUSS
Ben Latty, LFC’s Chief Commercial Officer, expressed his enthusiasm for the partnership, highlighting the alignment of values between the two organizations. “As a family-owned business, with hard work and innovation at its core, STRAUSS aligns perfectly with our values as a club. We also both take great pride in our heritage, our communities, and the knowledge that success is built on teamwork. This new partnership is a real natural fit, and we’re thrilled to welcome STRAUSS as the newest member of the LFC partner family,” Latty said.
STRAUSS's Expanding Influence
STRAUSS’s collaboration with Liverpool FC marks a significant milestone in the brand's ongoing strategy to associate with premier football organizations. With a history of partnerships with the German Football Association and various Bundesliga clubs, STRAUSS has established itself as a prominent name in the sports industry. Beyond Germany, STRAUSS sponsors UEFA’s 2024 European Championship, as well as the Champions League, Europa League, and Conference League. The brand’s influence is also growing in the Americas, where it sponsors Major League Soccer’s Los Angeles Football Club and the Mexico national team.
A Mutual Commitment to Excellence
Henning Strauss, CEO of STRAUSS, emphasized the global ambitions driving this partnership. “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. Over the coming years, we will continue building our portfolio of partnerships across the globe with organizations that, like Liverpool, share an emotional connection to the hard-working people who make up STRAUSS’s customer base. We couldn’t be happier,” Strauss stated.
Looking Ahead
As Liverpool FC and STRAUSS embark on this exciting partnership, both organizations are poised to benefit from their shared commitment to hard work, innovation, and community engagement. This collaboration not only sets a precedent in the Premier League but also highlights the increasing convergence of sports and performance workwear brands on a global stage.
Sources: Liverpool FC
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