MLB, Strauss Ink Helmet Sponsor Logo Deal That Includes MiLB

A helmet logo sponsor is coming to Minor League Baseball beginning in 2025.

MLB announced a helmet sponsorship deal with Strauss, a German-engineered performance workwear company, that includes both MLB and MiLB helmets. The logo will appear on postseason MLB helmets, extend to international MLB regular season games in Europe and all minor league games beginning in 2025.

The deal runs through the 2027 season, according to the Associated Press.

The agreement will feature the company’s logo–the block words STRAUSS and a red silhouetted ostrich–on helmets for all 120 minor league teams, which includes more than 8,000 games, MLB’s release touts. Strauss was founded in 1948 and entered the U.S. market late last year.

The inclusion of logos on all MiLB batting helmets for all MiLB games is a further reminder of how MLB has changed the approach of nationwide advertising across the minor leagues. Back when MiLB was a separate entity, there were some nationwide advertising deals across the minors, but they were relatively limited in scope.

With MLB operating the minors and selling all national advertising for the minors (individual teams still sell the vast majority of sponsorships and advertising locally), it has increased the efforts to land national MiLB advertising deals, whether in concert with MLB (like the Strauss deal) or separately.