Everton Football Club has agreed a multi-year partnership with Strauss, the internationally renowned German workwear brand, who join the Club as its first ever Official Workwear Partner.
Strauss – recognised globally for engineering and manufacturing high-performance workwear – will receive prominent visibility across Everton’s Hill Dickinson Stadium on matchdays, including LED perimeter boards and big-screen branding, as well as exposure across the Club’s online and social media channels.
With annual global sales exceeding one billion Euros, Strauss is regarded as one of Germany’s top five online retailers. The company employs more than 1,800 people and manufactures across 27 countries, with a significant operational presence in Southeast Asia. Becoming Everton’s Official Workwear Partner marks the continuation of Strauss’ strategy of working with major sporting organisations across Europe and the Americas.
Strauss’ sponsorship portfolio focuses on elite-level sport. The company boasts long-standing relationships across the German Bundesliga, including FC Bayern Munich. Internationally, Strauss has partnered with several sports clubs 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 is rapidly expanding through partnerships with LAFC, the Mexico National Team, and as the Official Workwear Partner for both Major and Minor League Baseball and for the NFL in Europe.
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.
“For the past two years, we have been intensifying our international expansion and realigning our sponsorship portfolio accordingly,” said Henning Strauss, CEO and Chief Brand Officer at Strauss.
“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.
