MLB Strauss Helmet Sponsorship is Making an Impact

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It’s still early to measure the full financial impact, but the STRAUSS helmet sponsorship with Major League Baseball has already made a noticeable difference for the German workwear brand’s visibility and market presence. The company, which only recently entered the U.S. market, signed a multi-year deal with MLB in 2024 to place its logo on batting helmets during the postseason and on all Minor League Baseball helmets starting in 2025. Early estimates suggest the partnership generated between $10 million and $17 million in earned media value during the 2024 postseason alone, with the logo appearing on screen for roughly 44 minutes during live broadcasts and extensively in highlights and social media clips. For a brand largely unknown in the U.S. before this, the exposure has been invaluable, introducing STRAUSS to millions of American consumers.

The deal also helps STRAUSS align its marketing with values of craftsmanship and hard work—core themes of its brand identity—while giving it a foothold across both major and minor league markets nationwide. Through its partnership, STRAUSS gains access to MLB’s digital platforms and content campaigns, strengthening its storytelling opportunities beyond simple logo placement. However, not all feedback has been positive. Some fans have criticized the ads for “cheapening” the look of MLB uniforms, creating a perception risk that the brand will need to manage carefully. Still, the overall return on visibility seems strong, especially considering the relatively modest cost compared to equivalent traditional advertising.