A NEW SET OF DOWNS

FRANKFURT STRAUSS is extending its partnership with the National Football League (NFL) as part of the league’s 2026 International Games. Following its kick-off at the NFL Melbourne Game on September 11, 2026, the workwear brand’s next drive will be at the two NFL London Games at Tottenham Hotspur Stadium on October 4 and 11, 2026 and at the NFL Munich Game in the FC Bayern Munich Stadium on November 15, 2026. STRAUSS first partnered with the NFL in Europe in 2023. The 2026 agreement renews the brand’s NFL partnerships in Germany and the United Kingdom, while adding Australia to its game plan. For STRAUSS, the international NFL calendar brings together three separate markets connected by a shared appreciation for preparation, craft, teamwork and the determination to deliver when it counts. In Munich, the partnership gets a soundtrack. Before kickoff at the 2026 NFL Munich Game, American country music artist and STRAUSS partner Drew Baldridge will perform the U.S. national anthem, putting football, country music and workwear culture on the same stage.

BEHIND EVERY BIG PLAY

The performance reflects a belief at the core of STRAUSS: big moments are built by the work that comes before them. An athlete preparing for game day. An artist stepping up to the mic. A tradesperson getting the job done right. Each depends on preparation and pride in the craft. “American football connects people far beyond the United States,” said Henning Strauss, CEO and Chief Brand Officer of STRAUSS. “Melbourne was a milestone in our journey to Australia, and we’re carrying that momentum to London and Munich. Having Drew perform before kickoff brings together sport, music and work in a powerful way and gives fans a special shared moment on one of the biggest stages in sport.”

THE SPONSORSHIP GAME PLAN

STRAUSS has grown from its roots in Europe into the United States and now to Australia. Along the way, it has built an international partnership portfolio across sports, entertainment and technology, including UEFA Referees in European football, the NFL, its historic Postseason helmet decal sponsorship with Major League Baseball (MLB), the Australian Football League (AFL), Country Music Association (CMA) and Meta. Each partnership reaches STRAUSS's core markets and connects the brand with the worlds its customers live in. On every stage, the common thread holds: the people who show up and put in the work make the biggest moments happen.