What is STRAUSS on MLB helmets? The brand will receive prominent advertising placement during the MLB playoffs

As the MLB playoffs move into the divisional round with the ALDS and NLDS, respectively, baseball fans are wondering why players' helmets are adorned with a large STRAUSS logo on both sides.

Who is STRAUSS?

What is STRAUSS?

Why is STRAUSS taking up so much advertising space for MLB helmets this year, including Guardians helmets in their playoff series against the Tigers?

All valid questions.

STRAUSS is a Germany-based clothing company. According to CBS reports, MLB announced a multi-year partnership with the brand in September that will run through 2027.

They are impossible to miss with a logo five inches long and nearly an inch high on each side of the players' helmets.

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“We are proud that STRAUSS has selected Major League Baseball and Minor League Baseball as the marketing platform to introduce its brand to the U.S. market,” Noah Garden, MLB's deputy commissioner for business and media, said in a press release, according to CBS. in which the sponsorship was announced. “The fact that our two organizations have so much in common – generational legacy, teamwork, dedication to a craft, recognition of a job well done – is a key to what makes this partnership so compelling, and we look forward to working together for years to come.” come.”

It should come as no surprise to fans that MLB would accept sponsorship advertising on players' helmets, assuming MLB allows teams to wear promotional patches on their uniforms starting Opening Day 2023.

Other professional sports such as the WNBA and NBA have already added brand sponsorship logos to their jerseys, and even more on-court advertisements have appeared during broadcasts.

However, advertising placement on MLB helmets is new this offseason, so it will undoubtedly be jarring for baseball fans who aren't used to this type of branding.

How much did STRAUSS pay the MLB for helmet logos?

According to CBS, it is not yet publicly known how much MLB will receive from the German company for the ad placements.

According to a report by The Athletic in August (subscription required), advertisers around the league pay an average of about $7 million to $8 million for patches of their logos for individual teams. It's unclear whether STRAUSS paid more to spread its branding across teams throughout the postseason.

At least the company will definitely be noticed.

This article originally appeared in the Akron Beacon Journal: What is STRAUSS on MLB helmets? German company has signed a sponsorship agreement