Major League Baseball has signed a 4-year deal with apparel company Strauss. MLB teams will now have advertising on their helmets during the postseason. MLB confirmed the deal on Friday with Strauss for 4 years. Strauss, an apparel company has been instrumental in its sporting partnerships with just a year of announcing itself in the US market. Strauss recently unveiled a multi-year global partnership in late July with English soccer team Liverpool.
MLB stated that it reached a deal for the postseason ads till 2027 with Strauss which is a German apparel brand that made its entry in the US market in 2023.
How the Ads will be positioned?
According to AP Advertisements of 5-by-0.92 inches will be on each side of every helmet featuring "STRAUSS" in capital letters in white alongside the company's ostrich logo. The logo will be silhouetted by a red square, with an alternate colour for red helmets. Interestingly Strauss will also appear on the helmets of 120 affiliated minor league teams. The duration for this will be 2025 to 2027.
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Ads history
MLB previously had helmet ads in selected international games (2000), the jersey ads were allowed since 2023. The general use of ads was agreed to by the players' association in the 2022 labour contract, and 23 of the 30 teams have jersey patch ads. The financial part of this deal is still not mentioned. Strauss will also present a digital content platform focused on stolen bases, showcasing highlights of steals on MLB platforms.
Previous Sporting partnerships
Major League Soccer became the first of the major North American leagues to allow jersey ads in 2007. Meanwhile, the NBA started selling sponsorship logos for the 2017-18 season, and the NHL launched helmet ads for the 2020-21 season and began jersey advertising the following season. Elsewhere in US sports, Strauss is also a partner of American football’s NFL, in a deal announced in 2023. They also cover Germany and the UK.
Noah Garden, deputy commissioner for business and media at MLB, said: “We are proud that STRAUSS selected Major League Baseball and Minor League Baseball as the marketing platform to introduce its brand to the U.S. market,”
Two MLB games have taken place in Europe this year. Both the games were in London in June between the New York Mets and Philadelphia Phillies.
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