Strauss Helmets Generate Significant Media Value During MLB Playoffs

Brand logos were prominently visible during the crucial moments of a Major League Baseball (MLB) game as Philadelphia Phillies outfielder Nick Castellanos made the winning run against the New York Mets. Particularly noticeable was the logo featured on Castellanos’ helmet, belonging to the German workwear brand Strauss, which recently secured advertising space with MLB.

The MLB Wild Card round, experiencing its highest viewership to date with a 25% increase from the previous year, prominently showcased the logos on all player helmets, benefitting companies like Strauss. Increased viewership is anticipated as the divisional series progresses, featuring large media market teams such as the New York Yankees and Los Angeles Dodgers.

According to Hive, a company specializing in AI-driven media valuation, Strauss’ helmet decals delivered nearly $800,000 in media value during televised live game broadcasts. By contrast, additional exposure worth $65,000 was garnered through social media platforms managed by teams and the league, with projections suggesting a potential $17 million total media value by the end of the playoffs.

The immersive branding also extended to “MLB The Show 24,” a popular video game, which featured updated graphics to include Strauss decals. Henning Strauss, CEO of the brand, noted a discernible increase in website traffic and sales, affirming the impact of the exposure. “We’ve seen a significant increase in [website] visitors and purchases. Obviously, people do take notice,” Strauss remarked.

For Strauss, the partnership offers more than just visibility. It capitalizes on the inherent link between its professional gear and the protective headwear essentials in baseball, further solidifying brand relevance. MLB’s Deputy Commissioner of Business and Media, Noah Garden, emphasized the partnership’s alignment with common values such as legacy and teamwork, lauding its potential.

Though commercial branding in baseball has been long-standing, dating back to Wrigley Field‘s gum advertisements in the early 20th century, modern developments have expanded these opportunities. For instance, MLB teams have recently introduced jersey sponsor patches, continuing the trend of increasing ad space and revenue channels in sports.

Strauss joins a roster of European brands like Carhartt and Duluth Trading Company utilizing sport as a strategic entry point into new markets. Notably, Strauss has already established partnerships within European sports, serving as UEFA’s official workwear partner for the Euros and Europa League competitions.

In light of its growing prominence, the Strauss brand has captured the attention of the sports business community. “We’re getting a lot of inquiries from the sports business community, as you can imagine,” said Henning Strauss, foreshadowing new potential collaborations.