Liverpool FC has announced a groundbreaking partnership with the workwear giant STRAUSS, marking a significant milestone in the club's commercial journey. This collaboration will see the STRAUSS brand gaining premium visibility across various club channels and high-visibility assets. Starting with the Reds' pre-season tour of the USA, supporters will witness STRAUSS branding on pitchside LED screens at Anfield, visible to over 400 million TV viewers throughout the new season.
A Natural Fit for Liverpool FC Ben Latty, Chief Commercial Officer at Liverpool FC, expressed his enthusiasm for the new partnership, highlighting the shared values between the two entities. "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."
Liverpool FC and STRAUSS, the German brand renowned for engineering and manufacturing performance workwear, have signed a new multi-year global partnership to become our official workwear partner
- Liverpool FC (@LFC) July 22, 2024
This alignment with Liverpool FC not only solidifies STRAUSS's position as a global leader in the workwear category but also continues a longstanding tradition of working within the football industry. STRAUSS has established relationships with the German Football Association and several Bundesliga clubs, demonstrating their commitment to the sport.
Expanding Global Presence Outside of Germany, STRAUSS has made significant inroads into the football world by sponsoring UEFA's 2024 European Championship, the Champions League, Europa League, and Conference League. Their expansion continues in the Americas, where they sponsor Major League Soccer's Los Angeles Football Club and the Mexico national team. Henning Strauss, CEO of STRAUSS, noted, "Liverpool FC is one of the biggest names in sports, with the fanbase to match. This LFC 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. We couldn't be happier."
Future Prospects The partnership between Liverpool FC and STRAUSS is set to bring exciting developments and enhanced brand visibility, both on and off the pitch. With a shared commitment to hard work, heritage, and community, this collaboration promises to be mutually beneficial, enhancing the global profiles of both entities.
Our View - Anfield Index Analysis We welcome the partnership with STRAUSS, recognising the commercial benefits it brings to the club. However, there is a mild concern among the fanbase regarding the lack of major signings and contract renewals for key players. The partnership with STRAUSS, while beneficial, highlights the club's commercial focus at a time when fans are eager for news on player acquisitions and contract extensions.
Key players like Virgil van Dijk, Mohamed Salah, and Trent Alexander-Arnold are yet to have their contracts renewed, which remains a priority for supporters. The apprehension stems from the need to strengthen the squad and secure the futures of our star players to maintain competitiveness in the Premier League and Europe.
In conclusion, while the STRAUSS partnership is a positive step commercially, it is crucial for Liverpool FC to balance these ventures with addressing on-pitch priorities. Ensuring the squad is well-equipped and key players are secured will keep the fanbase content and optimistic for the upcoming season.