LAFC and and Engelbert Strauss will team up on a co-branded apparel collection set to be released this summerLAFC
German workwear brand Engelbert Strauss has signed its first sports team partnership in the U.S. with LAFC ahead of the 2024 MLS season. The club and company will team up on a co-branded apparel collection set to be released this summer. The deal, which runs through 2026, also makes Strauss the presenting partner of the club’s May 29 match against Minnesota United, the presenting partner of LAFC pregame arrivals and the first brand to be positioned on the home team benches. Scottsdale-based Tigertail Advisory identified, negotiated and is activating the partnership on behalf of Strauss. The deal with LAFC, terms of which were not disclosed, follows the brand’s opening of its first U.S. store in Venice Beach last year. Strauss last year became the Chiefs’ first sponsor with marketing rights in Germany as part of the NFL’s International Home Marketing Area rights program. It also announced a deal last week to become a U.S. sponsor of the 2024 UEFA Champions League and has deals in Germany with several Bundesliga clubs.
