NFL Extends Strauss Partnership Across London and Munich
53 minutes ago
STRAUSS is extending its partnership with the National Football League (NFL) as part of the league’s 2026 International Games. Following its kick-off at the NFL Melbourne Game on September 11, 2026, the workwear brand’s next drive will be at the two NFL London Games at Tottenham Hotspur Stadium on October 4 and 11, 2026 and at the NFL Munich Game in the FC Bayern Munich Stadium on November 15, 2026.
A new set of downs
STRAUSS first partnered with the NFL in Europe in 2023. The 2026 agreement renews the brand’s NFL partnerships in Germany and the United Kingdom, while adding Australia to its game plan. For STRAUSS, the international NFL calendar brings together three separate markets connected by a shared appreciation for preparation, craft, teamwork and the determination to deliver when it counts.
In Munich, the partnership gets a soundtrack. Before kickoff at the 2026 NFL Munich Game, American country music artist and STRAUSS partner Drew Baldridge will perform the U.S. national anthem, putting football, country music and workwear culture on the same stage.
Behind every big play
The performance reflects a belief at the core of STRAUSS: big moments are built by the work that comes before them. An athlete preparing for game day. An artist stepping up to the mic. A tradesperson getting the job done right. Each depends on preparation and pride in the craft.
“American football connects people far beyond the United States,” said Henning Strauss, CEO and Chief Brand Officer of STRAUSS. “Melbourne was a milestone in our journey to Australia, and we’re carrying that momentum to London and Munich. Having Drew perform before kickoff brings together sport, music and work in a powerful way and gives fans a special shared moment on one of the biggest stages in sport.”