Liverpool announce a natural type deal with the German giant

Liverpool FC has announced a groundbreaking partnership with workwear giant STRAUSS, marking a significant milestone in the club’s commercial journey. This collaboration will see the STRAUSS brand gain premium visibility across various club channels and high visibility assets. Starting with the Reds’ pre-season tour of the USA, supporters will see STRAUSS branding on the pitchside LED screens at Anfield, visible to over 400 million 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 business with hard work and innovation at its core, STRAUSS aligns perfectly with our values ​​as a club. We are also both proud of our heritage, our communities and the knowledge that success is based on teamwork. This new partnership is a real fit and we are delighted 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 long tradition of working in 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 world of football by sponsoring the 2024 UEFA European Championship, the Champions League, the Europa League and the Conference League. Their expansion continues in America, where they sponsor Major League Soccer’s Los Angeles Football Club and Mexico’s national team. Henning Strauss, CEO of STRAUSS, noted: “Liverpool FC is one of the biggest names in sport with a fan base to match. This LFC partnership moves STRAUSS into the Premier League and underlines our global ambition. In the coming years, we will continue to build our portfolio of partnerships across the globe with organizations that, like Liverpool, share an emotional connection with the hardworking people who make up STRAUSS’ customer base. We couldn’t be happier.”

Future perspectives

The partnership between Liverpool FC and STRAUSS will bring exciting developments and increased brand visibility both on and off the pitch. With a shared commitment to hard work, legacy 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, recognizing the commercial benefits it brings to the club. However, there is slight concern among fans about 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 of player acquisitions and contract extensions.

Key players such as Virgil van Dijk, Mohamed Salah and Trent Alexander-Arnold are yet to receive contract renewals, which remains a priority for supporters. The concern stems from the need to strengthen the squad and secure the future of our star players to remain competitive in the Premier League and Europe.

In conclusion, while the STRAUSS partnership is a positive step from a commercial point of view, it is essential for Liverpool FC to balance these projects with addressing priorities on the pitch. Ensuring that the team is well equipped and key players are secured will keep the fan base content and optimistic for next season.