American football’s elite NFL has renewed its partnership with workwear brand Engelbert Strauss, which will continue to sponsor the league in two prominent international markets, the UK and Germany.
Strauss has partnered with the NFL in the UK and Germany, where the league collectively hosts four international fixtures per year, since 2023, when it took up the designation of official workwear partner.
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This year, Strauss will sponsor three of those four international games – two games in London, UK, at Tottenham Hotspur Stadium on October 4 (with the Indianapolis Colts against the Washington Commanders) and October 11 (Philadelphia Eagles against the Jacksonville Jaguars), and the matchup at the Allianz Stadium in Munich, Germany on November 15 (pitting the New England Patriots against the Detroit Lions).
Strauss, for its part, recently also supported the league’s first-ever game in Melbourne, Australia, which saw the San Francisco 49ers defeat the Los Angeles Rams.
Speaking on the deal, Strauss chief executive and chief brand officer Henning Strauss commented: “Melbourne was a milestone in our journey to Australia, and we’re carrying that momentum to London and Munich.”
Before the Munich game’s kickoff, Strauss brand ambassador and country music artist Drew Baldridge further entrenched Strauss’ positioning around the game in its home market of Germany.
Henning Strauss continued: “Having Drew perform before kickoff brings together sport, music and work in a powerful way and gives fans a special shared moment on one of the biggest stages in sport.”
That Melbourne game delivered an average audience of 18.5 million on US rights holder Netflix, meaning bumper sponsorship value for Strauss.
The Melbourne Game peaked with 21.3 million at 9.30 pm Eastern Time and was the least-watched of the five NFL games shown via Netflix so far; however, the other four all aired on Christmas Day, which usually yields higher numbers.
Domestically, the game delivered a record-breaking viewership for commercial broadcaster Seven Network as 2.19 million Australians tuned in to see the 49ers beat the Rams 27-7.
The game, shown via Seven’s linear channel and the 7Plus Sport streaming service, drew a national total TV audience of 938,000, making it the most-watched NFL game ever on Seven (including the annual season-ending Super Bowl).
Meanwhile, more than 155,000 people watched the game via 7plus Sport, which also set a record for the streaming platform.
