July 22 – Liverpool have agreed a new multi-year deal with Strauss which will see the German brand become the club’s official workwear partner, the first of its kind in the Premier League.
Starting this week during the club’s pre-season tour in the USA, the Strauss brand will feature across various club channels, branded signage, including pitch-side LED screens.
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.”
Strauss was a lead sponsor of UEFA’s 2024 European Championships in Germany, as well being a sponsor of the UEFA Champions League, Europa League, and Conference League.
Henning Strauss, CEO of Strauss, said: “Liverpool FC is one of the biggest names in sports with the fanbase to match. This 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.”
Liverpool begin their pre-season tour in the USA on July 27, starting against Real Betis in Pittsburgh before facing Arsenal, Manchester United and Sevilla.
They begin their Premier League campaign away to Ipswich on August 17.
Contact the writer of this story, Harry Ewing, at moc.l1732294726labto1732294726ofdlr1732294726owedi1732294726sni@g1732294726niwe.1732294726yrrah1732294726