Eintracht Frankfurt have acquired world-renowned workwear manufacturer Engelbert Strauss as the club’s workwear partner until the end of the 2024/25 season. The Biebergemünd-based company also becomes a strategic partner. Part of the cooperation is a limited collection, which will be unveiled later this year.
The Frankfurt club and the company rooted in Hesse are hugely popular beyond the region and known around the world. As part of the cooperation, the company wants to create added value for Eintracht fans by launching an independent limited collection made in the Strauss CI Factory. This will feature both the Engelbert Strauss logo, which stands for high product quality, and the Eintracht eagle. Further exciting projects are set to follow.
We are convinced that our partnership with Strauss will have very positive effects for both sides in the long term, and that we will work together well and trustfully.
Axel Hellmann, CEO of Eintracht Frankfurt Fußball AG
“As a flagship Hessian company, Engelbert Strauss has written a great success story worldwide and is considered the market leader in the workwear sector – but it’s so much more than that,” said Axel Hellmann, CEO of Eintracht Frankfurt Fußball AG. “We are convinced that our partnership with Strauss will have very positive effects for both sides in the long term, and that we will work together well and trustfully.”
This partnership underlines our commitment to sport and shows an attachment to the region and its people.
Henning Strauss, brand manager and CEO of Engelbert Strauss
“Eintracht are an absolute cult club and have been thrilling Europe for years,” added Henning Strauss, brand manager and CEO of Engelbert Strauss. “This partnership underlines our commitment to sport and shows an attachment to the region and its people. The cooperation with Eintracht is therefore something close to our heart.”
About Engelbert Strauss
Founded in 1948, Engelbert Strauss is a family business now in its fourth generation. In order to increase brand awareness, the company has been involved in sports and culture sponsorship for a while. Through a partnership with Kansas City Chiefs, the brand will also be present at the NFL game at Deutsche Bank Park in November. The topic of sustainability is also high on the company’s agenda. In 2021, Henning Strauss’ team was awarded the ‘Golden Branding Iron’, the ‘Oscars of German marketing’, by Marketing Club Frankfurt for its strong and consistent brand management.
