The logo of a Germany-based sponsor will adorn the helmets of Major League Baseball players in the postseason through a multi-year partnership announced Friday.
Financial terms were not announced.
Under the partnership, Strauss — a maker of workwear — gets marketing rights with MLB across Canada, Mexico and Europe. Players in any MLB regular-season game held in Europe will wear a Strauss-emblazoned helmet, as will all minor leaguers, beginning in 2025.
In addition, Strauss will present a digital content platform focused on stolen bases. The content will showcase highlights of steals on MLB platforms.
Strauss entered the U.S. market in 2023. It already has partnered with UEFA, which is the governing body of soccer in Europe, as well as clubs such as Bayern Munich of the German Bundesliga and Liverpool FC of the English Premier League.
The batting helmet advertisements are the most recent change to MLB uniforms. Beginning with the 2023 season, MLB authorized advertising patches for jersey sleeves.