Everton FC Adds Strauss as First-Ever Official Workwear Partner in Multi-Year Deal.

Roger Hampel

Image: Everton FC

Everton FC has confirmed a multi-year partnership with German workwear manufacturer Strauss, appointing the company as the club’s first Official Workwear Partner.

The agreement introduces a new commercial category into Everton’s sponsorship portfolio and provides Strauss with matchday and digital visibility linked to the club’s transition into its new stadium era.

Stadium-Led Visibility at Hill Dickinson Stadium Everton FC

As part of the partnership, Strauss branding will feature across Hill Dickinson Stadium on matchdays, including LED perimeter boards and big-screen placements. The deal also includes exposure across Everton’s owned media channels.

The stadium focus aligns with Everton’s wider commercial reset, where new partnerships are increasingly structured around venue-based activation rather than shirt inventory alone.

Workwear as an Emerging Sponsorship Category

The partnership positions workwear as a distinct sponsorship category within elite football, extending beyond traditional apparel or lifestyle segments. Strauss specialises in performance-focused workwear used across construction, manufacturing and skilled trades, an audience not typically targeted through football sponsorship.

With annual global sales exceeding €1 billion and manufacturing operations across 27 countries, Strauss brings industrial-scale commercial backing rather than consumer fashion alignment.

Strauss’ Sports Sponsorship Strategy

Strauss has built a sponsorship portfolio centred on elite-level sport. In Germany, the company maintains long-standing relationships within the Bundesliga, including with FC Bayern Munich. Internationally, Strauss has been visible across UEFA competitions and was a lead sponsor of UEFA EURO 2024.

In the Americas, the brand has expanded through partnerships with LAFC, the Mexico national team, Major and Minor League Baseball, and the NFL in Europe. The Everton deal extends this strategy into the Premier League.

Everton’s Expanding Commercial Roster

The Strauss partnership follows a series of major commercial agreements tied to Everton’s stadium development and long-term revenue planning. Recent deals include the naming rights agreement with Hill Dickinson and Founding Partner relationships with brands such as Pepsi, Budweiser, Castore, Aramark, Seat Unique and Christopher Ward.