MLB Helmets Display STRAUSS Logo Amid New Advertising Deal

CLEVELAND, Ohio — As the Major League Baseball (MLB) season kicks off, fans are questioning the prominent STRAUSS logo displayed on players’ helmets. This German-based apparel company has made headlines with its recent partnership with the MLB, which spans from 2023 to 2027.

The partnership was officially announced last September, allowing STRAUSS to feature its logo on both sides of player helmets throughout the entire regular season. Previously, helmet ads were only allowed during the postseason. The logos measure five inches long and nearly one inch tall, making them impossible to miss.

“We are proud that STRAUSS selected Major League Baseball and Minor League Baseball as the marketing platform to introduce its brand to the U.S. market,” said Noah Garden, MLB Deputy Commissioner of Business & Media, in a press release. “Our organizations share a generational legacy and dedication to a craft, which made this partnership compelling.”

The integration of sponsorship logos on player helmets is part of a broader trend in professional sports. The NBA and WNBA have already adopted similar branding practices on jerseys, and broadcasts frequently showcase additional ads.

While the exact financial terms of the STRAUSS deal remain undisclosed, projections suggest that the company could reap between $10.4 million and $17.2 million in brand value from the helmet ads. The advertising initiative is a strategic move to build STRAUSS’s presence in the competitive U.S. market.

As the MLB season progresses, fans will likely become accustomed to this new form of branding, which debuted fully in the 2024 postseason.