Strauss bags a Premier League hat-trick with new partners in Everton, Fulham and Nottingham Forest FC

Strauss – Europe’s leading workwear brand – is now the official workwear partner of Premier League clubs Everton FC, Fulham FC and Nottingham Forest FC. A partner of reigning champions Liverpool FC since 2024, Strauss is now expanding its presence in the world's most popular league. With this move, Strauss continues to build their brand globally while strengthening their presence in in the UK.

Biebergemünd / Everton / Fulham / Nottingham – Strauss is expanding its global partner portfolio with three of the UK’s favourite Premier League clubs. From Boxing Day onwards, Strauss will advertise as the official workwear partner on the LED boards at Goodison Park (Everton FC), Craven Cottage (Fulham FC) and City Ground (Nottingham Forest FC), among others. And this is just the beginning: stay tuned for a Premier League programme sponsorship in the near future. This power play builds on Strauss’s presence in the Premier League, offering the brand maximum global visibility.

“The Premier League is the most popular football league in the world – from Nottingham to New Delhi, fans are passionate about British football. We’re delighted to be working with the tradition-rich clubs of Everton, Fulham and Nottingham. Like them, we draw our identity from an industrial heritage and appreciate skilled work. It’s a perfect match,” says Antonio Dominguez, Senior Vice President of Global Sports and Entertainment at Strauss.

The sponsorships are part of a strategic brand reorientation by Strauss: the United Kingdom is a strong growth market. "Strauss has been active in the UK since 2002 – and in recent years there’s been a lot of love for our iconic work trousers. Our partnership with Liverpool FC has definitely helped," says CEO and Chief Brand Officer Henning Strauss. The brand is now busy setting up its own logistics network in the Midlands. A workwear collection tailored even more closely to British working culture is in the pipeline, too.

Strauss has expanded its presence beyond its home nation, Germany, in recent years. Since 2023, the European market leader's products have also been available in North America. In 2024, they hit a home run with Major League Baseball, becoming the first helmet sponsor in the league’s history. Most recently, Strauss announced a technology partnership with Silicon Valley giant Meta, and a collaboration in the music and entertainment industry with the Country Music Association (CMA) in Nashville, Tennessee.

The increased focus on the UK coincides with the end of the brand’s long-standing partnership with the German Football Association (DFB), which Strauss had sponsored since 2010. As one of the very first sponsors, Strauss played a decisive role in shaping the premium image of the DFB Cup, now a highly coveted sponsorship property in football. As part of its global growth strategy, Strauss is realigning the focus of its partnership portfolio.