AnnouncementLFC partners with workwear giant STRAUSS in Premier League first

Beginning with the Reds’ eagerly anticipated pre-season tour of the USA this week, supporters will be able to see the STRAUSS brand given premium visibility across club channels, branded signage and all high-visibility assets. This will include pitchside LED screens, which will also be visible at Anfield come August and seen by more than 400 million TV viewers across the new season.

Ben Latty, chief commercial officer at LFC, 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 STRAUSS as the newest member of the LFC partner family.”

Aligning with LFC further establishes STRAUSS as the global lead sponsor in the workwear category and marks a continuation of a strategy of working in football that dates back years. STRAUSS has long-standing relationships with the German Football Association, as well as several Bundesliga clubs.

Outside Germany, STRAUSS is a lead sponsor of UEFA’s 2024 European Championship, as well as the Champions League, Europa League and Conference League. STRAUSS is also expanding rapidly in the Americas, where it sponsors Major League Soccer’s Los Angeles Football Club and the Mexico national team.

Henning Strauss, CEO of STRAUSS, said: “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 STRAUSS’ customer base. We couldn’t be happier.”