What is Strauss on MLB helmets? All you need to know about the new German sponsor for the league’s postseason

After a rollercoaster of games, the 2024 regular season came to an end, marking the start of the playoffs. Major League Baseball introduced a noticeable equipment change by adding STRAUSS ads on team helmets.

MLB and STRAUSS signed a partnership contract in September, allowing the league to advertise the company on their gear during the playoffs for the next three seasons. In this 2024 postseason, the STRAUSS logo and name are prominently displayed on batters' helmets.

Founded in 1948, STRAUSS is a German workwear company known for its logo featuring a white ostrich on a red background. The company entered the U.S. market in late 2023, and to reach a wider audience, it chose baseball to introduce itself to American consumers.

Their partnership with Major League Baseball marks STRAUSS' first deal in the U.S., allowing their logo and name to be advertised on MLB and MiLB gear. While Major League Baseball had previously allowed logos on helmets, such as the 'am/pm' logos on the helmets of the New York Mets and Chicago Cubs in 2000, STRAUSS is the league's first major brand partner to have its logo on helmets across all teams.

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STRAUSS CEO Henning Strauss opens up about their partnership with MLB

Minor League Baseball batting helmets will feature the STRAUSS logo starting in 2025. Additionally, MLB helmets for all games played in Europe over the next three years will also display the same logo.

STRAUSS CEO Henning Strauss visited MLB headquarters in New York on Friday and spoke about their partnership (via MLB.com):

"Baseball is just such an iconic sport with all Americans. It has such a long tradition. Just like our company -- we're a third-generation family business. And baseball is very much a family experience, families attending games or following their teams. Everyone is really familiar with baseball and has played baseball in their family. So it's really about that connection."

"Whether on the field or in the field, your gear is a source of pride. We know that fans of America’s pastime are loyal, dedicated and value a job well done, just like the STRAUSS fans around the world who love our family’s iconic ostrich logo," Strauss added.

"We are proud to be the first brand featured on MLB batting helmets in the U.S. We are excited to join the baseball tradition and help the American pastime grow back home in Europe."

STRAUSS has strong ties to sports in Europe, having worked with UEFA, Bayern Munich, Liverpool FC and several others.