On Tuesday the Kansas City Chiefs announced a multi-year partnership agreement with Engelbert Strauss, making the German workwear manufacturer and retailer the franchise's first multi-year partner in Germany as part of the NFL's International Home Marketing Area (IHMA) rights program. The agreement designates Englebert Strauss the Official Workwear of the Kansas City Chiefs in Germany and as an Official Regional Partner of the Chiefs.
"We would like to welcome Engelbert Strauss to Chiefs Kingdom and are thrilled to have them joining us as our first multi-year partner in Germany," Chiefs President Mark Donovan said. "Engelbert Strauss is a family-run company who has focused on craftsmanship for more than 70 years, who knows and understands their core consumer and their needs, and who has an appreciation for innovation and sustainability. We look forward to working with them as we continue to grow our brand and fanbase in Germany."
Based in Biebergemünd, Hesse, Germany, and specializing in workwear, safety gear and personal protective equipment, Engelbert Strauss has been provided the use of the Chiefs IP for marketing and advertising purposes, digital and social media assets on Chiefs owned and operated German platforms, experiential opportunities, as well as access to NFL Germany games and hospitality opportunities through its agreement with the Chiefs.
Engelbert Strauss will also receive multiple benefits specific to the Chiefs upcoming 2023 Germany game, including tickets, hospitality packages, VIP experiences, as well as activation opportunities around the game. Engelbert Strauss also has the right to create a co-branded workwear collection and products using the visual identity of the Kansas City Chiefs.
"Football is fascinating more and more German sports fans. We are delighted that Strauss will be part of this electrifying atmosphere from now on. Football is Family, Strauss is Family - it fits," said Engelbert Strauss CEO and brand head Henning Strauss.
About Engelbert Strauss
A family-run company founded in 1948, Engelbert Strauss has been a leading brand in workwear and utility products for decades and is one of the top five online retailers in Germany. The company employs 1,400 people and manufactures products in 27 countries around the world. Strauss has a number of sports and entertainment-centric partnerships, including the German national soccer team and the DFB Cup, FC Bayern Munich, Champions Hockey League, as well as collaborations with Metallica and the Stuntmen's Association of Motion Pictures. For more information, please visit www.engelbert-strauss.de/.