German workwear company Englebert Strauss has announced Mexican soccer’s FMF governing body as its latest partner in a multi-year tie-up.
Brokered by Soccer United Marketing, the for-profit commercial arm of US soccer’s top-tier MLS, the deal sees Strauss serve as the official workwear partner of the Mexican national team, retaining sponsorship inventory.
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The company already has multiple sponsorships across the soccer landscape in North America with MLS’ LA Galaxy, as well as overseas with European soccer governing body UEFA, a deal that sees it cover both the UEFA Champions League club competition and the quadrennial European Championship international competition.
Strauss chief executive Henning Strauss stated that soccer’s momentum “has been heading west”, which explains the brand bolstering its presence in North America. He added: “The partnership with Mexico's national teams opens up tremendous growth opportunities all across the Americas.
“With the upcoming World Cup, and with our sponsorship of this summer’s UEFA Euros, the time is right to increase our visibility amongst one of our biggest customer groups: global soccer fans.”
The company also said that the FMF partnership comes as part of a wider global strategy to build relationships with soccer fans everywhere, especially with Mexico serving as a co-host of the 2026 FIFA World Cup.
The US’s own soccer governing body meanwhile has also grown its sponsorship portfolio courtesy of a new deal with drinks giant Suntory Global Spirit through its Jim Beam brand.
The US bourbon brand will serve as the exclusive official spirit sponsor of US Soccer through the multi-year deal, which will include the 2026 World Cup of which the US is also a co-host.
Jim Beam gains sponsorship inventory year-round at fixtures played by the men's and women’s national teams, as well as off-field activations.
Other US soccer partners in the beverage category include official beer partner Anheuser-Busch, a deal which is fronted by its Michelob Ultra brand, and official soft drink partner Coca-Cola.
Both the US and Mexico will compete at the 2024 Copa America international tournament, with their partner brands set to activate around it.
