Chiefs Announce Engelbert Strauss As Franchise's First Multi-Year Partner In Germany

On Tuesday, the Kansas City Chiefs announced a multi-year partnership agreement with Engelbert Strauss, making the German workwear manufacturer and retailer the franchise’s first multi-year partner in Germany as part of the NFL’s International Home Marketing Area (IHMA) rights program. The agreement designates Englebert Strauss the Official Workwear of the Kansas City Chiefs in Germany and as an Official Regional Partner of the Chiefs and was facilitated with the help of SPORTFIVE.

“Engelbert Strauss is a family-run company who has focused on craftsmanship for more than 70 years, who knows and understands their core consumer and their needs, and who has an appreciation for innovation and sustainability.”

Mark Donovan, Chiefs President

“We would like to welcome Engelbert Strauss to Chiefs Kingdom and are thrilled to have them joining us as our first multi-year partner in Germany,” Chiefs President Mark Donovan said. “Engelbert Strauss is a family-run company who has focused on craftsmanship for more than 70 years, who knows and understands their core consumer and their needs, and who has an appreciation for innovation and sustainability. We look forward to working with them as we continue to grow our brand and fanbase in Germany.”

Based in Biebergemünd, Hesse, Germany, and specializing in workwear, safety gear and personal protective equipment, Engelbert Strauss has been provided the use of the Chiefs IP for marketing and advertising purposes, digital and social media assets on Chiefs owned and operated German platforms, experiential opportunities, as well as access to NFL Germany games and hospitality opportunities through its agreement with the Chiefs. 

Engelbert Strauss will also receive multiple benefits specific to the Chiefs upcoming 2023 Germany game, including tickets, hospitality packages, VIP experiences, as well as activation opportunities around the game. Engelbert Strauss also has the right to create a co-branded workwear collection and products using the visual identity of the Kansas City Chiefs.

“Football is fascinating more and more German sports fans. We are delighted that Strauss will be part of this electrifying atmosphere from now on. Football is Family, Strauss is Family - it fits.”

Henning Strauss, CEO and brand head at Engelbert Strauss


A family-run company founded in 1948, Engelbert Strauss has been a leading brand in workwear and utility products for decades and is one of the top five online retailers in Germany. The company employs 1,400 people and manufactures products in 27 countries around the world. Strauss has a number of sports and entertainment-centric partnerships, including the German national soccer team and the DFB Cup, FC Bayern Munich, Champions Hockey League, as well as collaborations with Metallica and the Stuntmen’s Association of Motion Pictures. For more information, please visit


SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

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Louisa Grotkamp

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