Major League Baseball Strikes Ad Deal with Strauss for Helmet Ads in Postseason

Major League Baseball (MLB) has announced an advertising initiative that will see teams feature advertisements on their helmets in the postseason. The league confirmed last Friday that it has entered into an agreement with Strauss, the German apparel giant that made its U.S. debut last year. This agreement will see Strauss’ ads appear on MLB helmets during the postseason until 2027.

Details of the Helmet Advertisements

The Strauss ads, measuring 5 by 0.92 inches, will be prominently displayed on each side of the players’ helmets. The design will incorporate the word “STRAUSS” in bold, white capital letters, alongside the company’s ostrich logo, set against a red square background. For red helmets, an alternate color will be used.

Extent of Strauss’ MLB Advertising Reach

In addition to the major league teams, the brand will also mark its presence on the helmets of 120 minor league affiliates from 2025 through 2027. MLB players will be seen sporting Strauss-branded batting helmets throughout the postseason games.

Previously, MLB allowed helmet ads in select international matches, dating back to 2008, and permitted jersey ads since 2023. The move to incorporate ads was sanctioned by the players’ association in the 2022 labor contract. To date, 23 out of 30 teams have opted for jersey patch ads.

Digital Content Platform by Strauss

Financial details of the agreement remain undisclosed. However, as part of the partnership, Strauss will roll out a digital content platform concentrating on stolen bases, highlighting these key plays on MLB platforms.

North American Leagues and Advertising

Major League Soccer was the pioneer among North American leagues in allowing jersey ads in 2007. The NBA followed suit in the 2017-18 season by selling sponsorship logos. The NHL introduced helmet ads for the 2020-21 season and started jersey advertising in the subsequent season.