This postseason, baseball fans might have noticed the “Strauss” logo prominently displayed on batting helmets. This is a part of Major League Baseball’s ongoing partnership with the German workwear brand Strauss, which will expand into its second year in 2025.
The deal, initially announced last fall, allows the Strauss logo to appear on both sides of every team’s batting helmet during all Postseason and World Series games from 2024 through 2027. Moreover, the partnership includes coverage for all regular-season MLB games held in Europe and extends to all Minor League Baseball games, including MiLB regular-season and postseason games, also lasting until 2027.
The design of the Strauss logo varies based on the helmet’s color. For red helmets, a transparent ostrich appears within a white box, while all other helmet colors feature a white ostrich inside a red box. In both scenarios, the word “STRAUSS” is presented in white lettering adjacent to the logo. The placement of the logo is uniform: centrally located, parallel to the visor, and positioned as far back as possible. If a helmet includes vents, the decal is applied just beneath, following the helmet’s ridge at a slight angle, with each logo measuring 5.0 inches wide by 0.92 inches tall.
Henning Strauss, the CEO of Strauss, expressed pride in being the first brand to be featured on MLB batting helmets in the U.S., highlighting the shared values of commitment and quality between baseball fans and Strauss customers. He also conveyed excitement about contributing to the growth of baseball in Europe.
The move comes in the wake of MLB’s decision to allow uniform advertising in 2023 after revising its collective bargaining agreement with the MLB Players Association. Although helmet decals have been seen in the league before, this collaboration marks the first instance of a league-wide Postseason helmet sponsor. Noah Garden, MLB Deputy Commissioner of Business and Media, emphasized the significance of this partnership, noting the shared commitment to legacy, teamwork, and craftsmanship.
Overall, as baseball embraces advertising partnerships, the presence of the Strauss logo symbolizes not just a branding opportunity but also a celebration of the sport’s enduring traditions and its expansion into new markets.