Why are there MLB helmet ads in the playoffs?

Viewers may have noticed something different about the 2024 Major League Baseball postseason. The word STRAUSS is emblazoned on each team's helmet. There's a good reason for this: MLB has decided to allow a sponsor on helmets across the league.

In September, MLB announced it had entered into a league-wide helmet sponsorship partnership with STRAUSS. It doesn't just cover the major leagues, as the company's logo will appear on all helmets in Minor League Baseball starting in 2025. It is the first time batting helmets have been used to promote a company throughout Major League Baseball.

According to Sportico, the ads cost STRAUSS more than $15 million over the course of the MLB postseason.

Engelbert Strauss is a German workwear brand. Founded in Germany in 1948, the company is owned by the Strauss family. Strauss clothing became available in the United States in 2023. The company partnered with MLB to increase brand awareness. The image next to the company name Strauss shows an ostrich, the brand's logo.

The company currently produces in 28 countries worldwide and has been a sponsoring partner of the German national football team since 2010. The company has also been a sponsor of Liverpool FC since 2024.

Henning Strauss, CEO of Engelbert Strauss, said the following about the company's partnership with MLB.

“Whether on the field or on the field, your equipment is a source of pride. We know that fans of the American pastime are loyal, dedicated and appreciate a job well done – just like the STRAUSS fans around the world who love our family's icon.” Strauss. We are proud to be the first brand featured on MLB batting helmets in the United States. We're excited to join the baseball tradition and help grow the American pastime in Europe.