Liverpool announce sponsorship deal with German brand Strauss
Liverpool have announced a partnership with German engineering and manufacturing performance workwear firm Strauss.
The club confirmed the deal on their official website (22 July), for Strauss to become the club’s official workwear partner, the first deal of its kind in the Premier League.
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.”
The Liverpool ECHO has reported that the deal pushes the Reds closer to breaking the £300m barrier of commercial revenue.
Liverpool announce another sponsorship deal towards £300m goal
The partnership with Strauss is the third commercial deal the club has confirmed since the end of the 2023/24 Premier League season.
Liverpool announced global sponsorship deals with Japan Airlines and Husqvarna last month and have added STRAUSS to their growing portfolio.
Fenway Sports Group are striving to exceed the £300m mark after the club earned £272.5m commercial revenue for the 2022/23 financial year, a £25m increase from the previous year (liverpoolfc.com, 29 February).
STRAUSS will be given premium visibility across club channels, branded signage, and all high-visibility assets, including pitchside LED screens, which will be visible at Anfield come August and seen by more than 400 million TV viewers across the season.
The German brand are a lead sponsor of the Champions League, Europa League, and Europa Conference League and were a lead sponsor at Euro 2024.
They have a long-standing relationship with the German Football Association including several Bundesliga clubs and sponsors Los Angeles FC and the Mexico national team.
Liverpool are capitalising on their brand strength and growing their global reach with particular attention given to North America with the club’s pre-season tour of the USA.
The Reds are set to break through the £300m mark for commercial revenue with this new sponsorship deal as they continue to establish themselves as one of the most financially stable clubs in football.
In other Liverpool news, Liverpool owners FSG dodge £84m Bordeaux bullet amid Kylian Mbappe influence.
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