Englebert Strauss will be the first LAFC partner to have prominently positioned branding on the home team benches (LAFC).

German workwear and safety equipment firm Engelbert Strauss has partnered Los Angeles FC (LAFC), of North American soccer's top-tier MLS, making the company the official workwear partner of LAFC.

As part of the deal, Engelbert Strauss will release workwear options as part of the new co-branded LAFC x Engelbert Strauss merchandise collection, which will be available at LAFC HQ, online, and at the Strauss LA Store in Venice.

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Additionally, Englebert Strauss will be the first LAFC partner to have prominently positioned branding on the home team benches, as well as serving as the presenting partner of LAFC pre-game arrivals.

The German workwear firm will also serve as the presenting partner of the May 29 match against Minnesota at the BMO Stadium, as well as offering skilled tradespeople in Los Angeles fan experiences at matches and the Strauss LA store.

LAFC co-president and chief business officer Larry Freedman said: “Engelbert Strauss is an established and trusted brand throughout the world. We are thrilled to team up with Strauss on their first American soccer partnership.”

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The deal follows Englebert Strauss adding to and renewing its soccer portfolio last year, after renewing its sponsorship of European soccer’s UEFA Europa League and Europa Conference League club competitions for the 2024-27 cycle last September, whilst also partnering the 2024 UEFA European Championships.

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The company also has long-standing partnerships with the German Football Association and Germany’s national teams.

LAFC meanwhile unveiled a new front-of-shirt commercial partnership in advance of the upcoming 2024 MLS season last week.

2023 runners-up LAFC expanded an existing tie-up with Montreal-based bank BMO (which is also the club’s stadium naming rights partner).

Last season, the main front-of-shirt LAFC sponsor was Flex Power Tools.

LAFC begin their 2024 MLS campaign on February 24 against Seattle Sounders.