German workwear manufacturer and retailer Engelbert Strauss has been named sponsor of the National Football League's Kansas City Chiefs, marking the first multi-year agreement by the 2023 Super Bowl participants with a German company.
The deal, orchestrated by Sportfive which was hired in July to grow the franchise's German presence, makes the company the official workwear of the Chiefs in Germany and an official regional partner of the franchise. The Chiefs have International Home Marketing Areas (IHMA) rights in Germany, where the team will be playing one game in the 2023 regular season.
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