Major League Baseball (MLB) teams will have advertising on their helmets during the postseason after the league announced a deal with German apparel company Strauss on Friday. The agreement will run through 2027, with ads featuring the brand name “STRAUSS” in capital letters alongside the company’s ostrich logo, to be displayed on each side of every helmet. The ads will be 5-by-0.92 inches in size, with an alternate color design for red helmets.
This move marks an expansion of advertising in MLB, as the league had previously allowed jersey ads since 2023. The players’ association agreed to the general use of ads in 2022, and 23 of the 30 teams already have jersey patch ads. Strauss will also appear on the helmets of the 120 affiliated minor league teams from 2025 to 2027.
Founded in 1948, Engelbert Strauss GmbH & Co. KG entered the U.S. market last year. The addition of helmet ads during the postseason aligns MLB with other major North American leagues such as Major League Soccer, the NBA, and the NHL, which have all incorporated sponsorship and advertising on their jerseys and helmets over the years.
This partnership between MLB and Strauss underscores the growing trend of sports leagues embracing advertising as a way to enhance revenue opportunities and engage with brands across different industries. Fans can expect to see the Strauss logo prominently displayed on MLB helmets during the upcoming postseason games.
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