Liverpool Football Club (LFC) have announced a multi-year partnership agreement with German performance workwear brand STRAUSS.

STRAUSS will join Liverpool FC as their Official Workwear Partner from the 2024/25 season onwards and enjoy prominent branding on various club channels, signage, and on all high-visibility assets at Anfield, including pitch-side LED screens. 

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Ben Latty, chief commercial officer at Liverpool, commented:

“As a family-owned business, with hard work and innovation at its core, STRAUSS aligns perfectly with our values as a club. We also both take great pride in our heritage, our communities and the knowledge that success is built on teamwork. This new partnership is a real natural fit and we’re thrilled to welcome STRAUSS as the newest member of the LFC partner family.“

Henning Strauss, CEO of STRAUSS, added:

“Liverpool FC is one of the biggest names in sports, with the fanbase to match. This LFC partnership moves STRAUSS into the Premier League and underscores our global ambition.Over the coming years, we will continue building our portfolio of partnerships across the globe with organisations that, like Liverpool, share an emotional connection to the hard-working people who make up STRAUSS’ customer base. We couldn’t be happier.“