Liverpool FC Makes German Signing
Liverpool FC has partnered with German engineering and manufacturing performance workwear brand Strauss.
The new multi-year global partnership sees Strauss become the Premier League club’s official workwear partner.
As per the agreement, which kicks off when the Reds commence their pre-season tour of the USA this week, the Strauss brand will benefit from ‘premium visibility across club channels, branded signage and all high-visibility assets.’
This will include pitch side LED screens, which will also be visible at Anfield when the seasons begins in August.
Ben Latty, Chief Commercial Officer at Liverpool FC, said, “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 Staruss as the newest member of the LFC partner family.”
The deal strengthens Strauss’ partnership roster in football following the brand’s long-standing relationships with the German Football Association, as well as several Bundesliga clubs. It is also a lead sponsor of UEFA’s 2024 European Championship, as well as the Champions League, Europa League and Conference League.
Henning Strauss, CEO of STRAUSS, added, “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 organisations that, like Liverpool, share an emotional connection to the hard-working people who make up Staruss’ customer base. We couldn’t be happier.”
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