What is STRAUSS on MLB helmets? Brand gets prominent ad placement during MLB playoffs

As the MLB playoffs continues into the divisional round with the ALDS and NLDS, respectively, baseball fans are wondering why players' helmets are adorned on both sides with a large STRAUSS logo.

Who is STRAUSS?

What is STRAUSS?

Why is STRAUSS taking up so much ad space on MLB helmets this year, including on Guardians helmets in their playoff series vs. the Tigers ?

All valid questions.

STRAUSS is a German-based apparel company. MLB announced a multi-year partnership with the brand in September that will run through 2027, according to CBS reporting .

They're impossible to miss, with a five inch long by nearly one inch tall logo on each side of player helmets.

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"We are proud that STRAUSS selected Major League Baseball and Minor League Baseball as the marketing platform to introduce its brand to the U.S. market," Noah Garden, MLB Deputy Commissioner, Business & Media said in a press release announcing the sponsorship, per CBS . "The fact that our two organizations have so much in common — generational legacy, teamwork, dedication to a craft, celebrating a job well done — is a key to what made this partnership so compelling and we're looking forward to working together for years to come."

It should come as no surprise to fans that MLB would embrace sponsors advertising on player helmets, provided MLB permitted teams to wear advertisement patches on uniforms since Opening Day 2023.

Other professional sports like the WNBA and NBA have added brand sponsorship logos to jerseys already, with broadcasts displaying even more ads superimposed on the courts.

The ad placement on MLB helmets is new to this postseason, though, so it will no doubt be jarring for baseball fans who are not used to seeing this type of branding.

How much did STRAUSS pay MLB for helmet logos?

According to CBS, it's not yet publicly known how much MLB stands to make from the German company for the ad placements.

According to reporting from The Athletic in August (subscription required), the league average advertisers pay for patches of their logos is around $7 to $8 million for individual teams. It's unclear if STRAUSS paid more to have their branding across teams throughout the postseason.

If nothing else, the company is certainly getting noticed.

This article originally appeared on Akron Beacon Journal: What is STRAUSS on MLB helmets? Brand gets prominent ad placement during MLB playoffs