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STRAUSS HOSTS LAFC DURING EUROPEAN CHAMPIONSHIPS

STRAUSS is building a vast business network that is unrivaled in the workwear sector.

German workwear leader Engelbert Strauss, also known as STRAUSS, is embracing its position as the global leader in workwear sponsorships by bringing together business executives from STRAUSS’ international network to the STRAUSS global headquarters in Germany.

The immersive experience is a way to keep STRAUSS’ partners informed on the world of premium workwear and STRAUSS’ calculated approach to global brand-building. It also serves as a networking opportunity for STRAUSS partners. The latest guests hosted by STRAUSS are executives from MLS’ Los Angeles Football Club (LAFC), who will be visiting the STRAUSS campus and attending this year’s UEFA European Championships, a STRAUSS-sponsored mega-event taking place in Germany.

“We have always recognized the capacity to unite people around the world through sports,” says CEO Henning Strauss. “Now, as we expand across the US, we are carefully assessing our future business opportunities and hope to continue demonstrating exactly how we work here in Germany to our partners and leverage that expertise to our partners throughout the world.”

LAFC is the first team from the Americas to visit Germany for this first-rate team-building experience. But playing the role of network hub is not new to STRAUSS. The workwear brand has long-standing relationships with sports organizations across Germany and Europe, including Bundesliga teams FC Bayern Munich and Eintracht Frankfurt as well as UEFA, the governing body of soccer in Europe. Next up to visit STRAUSS will be executives from the men’s and women’s Mexican national soccer teams, in a multi-year partnership announced just the other week.

The brand association that comes with STRAUSS’ global sponsorship strategy is about more than selling workwear. It’s about connecting with fans and creating a network of ambitious, like-minded dealmakers around the world.

ABOUT STRAUSS
Engelbert Strauss, or simply STRAUSS, is a third-generation family business located in Biebergemünd, Germany. Known in Europe and beyond for its iconic ostrich logo (Strauss means ostrich in German), the company is one of the world’s leading workwear manufacturers.

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