German workwear giant Engelbert Strauss, known for its quality and iconic ostrich logo, is making a significant play in the Americas, announcing a multi-year partnership with the Federación Mexicana de Futbol (FMF) and Soccer United Marketing (SUM). This strategic alliance positions STRAUSS as the official US workwear partner of the highly popular Mexican National Team, marking a key moment in the brand’s North American expansion and global soccer sponsorship portfolio.
This partnership leverages the immense popularity of the Mexican National Team in the United States to boost STRAUSS brand awareness and affinity within a crucial market. Henning Strauss, CEO of STRAUSS, highlighted the timing of this move, stating, “We are capturing soccer’s momentum, which has been heading West. We see the Beautiful Game reaching unparalleled heights in popularity. The partnership with Mexico’s National Teams opens up tremendous growth opportunities all across the Americas. With the upcoming World Cup, and with our sponsorship of this summer’s UEFA Euro Cup, the time is right to increase our visibility amongst one of our biggest customer groups: global soccer fans.”
The Mexican National Team, with its passionate and vast fanbase, offers STRAUSS an unparalleled platform to connect with working professionals who are also avid soccer enthusiasts. This strategy mirrors STRAUSS’s successful approach in Europe, where they have cultivated strong ties with soccer culture and its dedicated supporter base. Antonio Dominguez, SVP of Global Sports and Media at STRAUSS, emphasized the potential in the Americas, believing it presents a “great opportunity to build a similar relationship with soccer supporters in Mexico, across North America, and beyond.”
Carter Ladd, Chief Revenue Officer at Soccer United Marketing, echoed this enthusiasm, stating, “With the eyes of the world focusing on North America leading into the 2026 World Cup and the Mexican National Team being a centerpiece of the global game, it’s so exciting to partner with an international brand like STRAUSS to help grow their business as the Federation’s latest U.S. partner. Mexico’s fan base is unmatched in terms of loyalty, passion and size in this soccer market, and we know they’ll welcome an industry leader like STRAUSS to the Mexican National Team family.”
STRAUSS’s commitment to soccer sponsorships is well-established. They have a long-standing relationship with Germany’s Bundesliga teams, including powerhouse Bayern Munich, and serve as a major sponsor of UEFA, encompassing prestigious club competitions like the UEFA Champions League and the UEFA European Championships. In the US, STRAUSS is already recognized as the Official Workwear Partner of MLS’ Los Angeles Football Club, further demonstrating their dedication to engaging with the soccer community.
The Mexican National Team‘s annual MexTour matches across the United States have become a cultural phenomenon, drawing massive crowds and media attention. These matches not only serve as vital preparation for major international tournaments like the FIFA World Cup, Concacaf Gold Cup, and CONMEBOL Copa America but also provide brands like STRAUSS with significant exposure to a dedicated fanbase. The MexTour events are more than just games; they are immersive experiences that resonate deeply with the estimated 60 million Mexican National Team fans in the US.
Fans cheering for the Mexican National Team at a MexTour match in the USA
About STRAUSS
Engelbert Strauss, or simply STRAUSS, is a family-owned German company with a rich history spanning three generations. A leader in the European workwear market, STRAUSS is renowned for its high-quality products and distinctive ostrich logo. Expanding its global footprint, Engelbert Strauss, Inc. has established a presence in the US with a retail store in Venice Beach and a growing online sales platform, bringing the STRAUSS brand and spirit to American customers.
About Soccer United Marketing
Soccer United Marketing (SUM) is the commercial arm of Major League Soccer and a powerhouse in North American soccer marketing. SUM manages the commercialization, marketing, and operational execution for some of the region’s most prominent soccer properties. SUM’s portfolio includes exclusive rights to Major League Soccer, the Mexican National Teams for the U.S. market (MexTour and MexTour W), Leagues Cup, Campeones Cup, Copa Angelina, and Concacaf Properties, including major tournaments like the Concacaf Gold Cup™, Concacaf Nations League Finals, Concacaf Champions Cup, and Concacaf W. SUM also played a key role in the successful 2016 Copa America Centenario held in the United States.
