Strauss sees the partnership as important to raising brand awareness after entering the U.S. market last year. CEO Henning Strauss said in a statement the company was 'proud' to be the MLB’s first batting helmet advertiser in the U.S.' and 'excited to join the baseball tradition and help the American pastime grow back home in Europe.'
The Strauss logo, which shows an abstracted ostrich with wings like the Wu Tang Clan logo, will live on the side of the helmet along with the Strauss wordmark, while the team logos will be shown on the front.
North American pro sports leagues uniforms have become more open to advertising since the NBA began accepting ads on jerseys in 2017. The NHL and MLB now both allow on-jersey advertising, and while the NFL is a holdout, at the college level, the National Collegiate Athletic Association decided this year to allow sponsorships on uniforms.
As part of its MLB partnership, the German brand will also be the presenting sponsor of an MLB digital content series about stolen bases, and its logo will be on batting helmets for minor league teams all season long.
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