Guest Article: Strauss in Sponsorship
“We want to keep surprising people”
Published on
by SPOBIS GmbH
Antonio Dominguez, Senior Vice President Global Sports & Entertainment at Strauss Media House GmbH & Co.KG, explains why courage, first-mover partnerships, and a strong team form the foundation of their success strategy – and what next steps the brand has in store.
In this Insight:
SPOBIS: Mr. Dominguez, Strauss’s sponsorship portfolio has grown tremendously in recent years – from the NFL and MLB to Liverpool FC and the Kansas City Chiefs. What’s next?
Antonio Dominguez: We always say, the best is yet to come. Our iconic bird sticks to what works – and will continue to surprise on the global stage. Looking ahead, topics like tech, AI, and extended reality will play an even bigger role. But in general, ball sports remain our preferred playing field.
SPOBIS: That fits perfectly, since Strauss has often been a first mover in sponsorship: the first pan-European partner of the Kansas City Chiefs and the first brand partner to appear on MLB batting helmets. How important is this pioneering role to you?
Antonio Dominguez: The bird is constantly expanding its fly zone – and is now recognized far beyond Europe’s borders. As Henning Strauss says, “A brand needs courage.” He’s a visionary and a true brand builder. Over the past few years, we’ve repeatedly thrilled our fans by being first movers. Being a pioneer is part of our DNA – whether as the first helmet sponsor in MLB, an early bird partner of the NFL in Europe, or back in 2008 when we became the first workwear brand to advertise in top-level German sports.
Brand fit is the key factor when evaluating the perfect match – more important than pure KPIs.
Antonio Dominguez
SPOBIS: Courage also means taking risks. How do you find the right balance?
Antonio Dominguez: Football, American football, baseball – our credo remains the same: high reach and premium quality. Our partners are carefully selected and share our values. Brand fit is the key factor when evaluating the perfect match – more important than pure KPIs. That applies to both new and existing partnerships. Our collaborations show that Strauss is always in tune with the spirit of the times and connects with its customers and fans across a wide range of industries.
Thanks to our broad portfolio, we’re under no pressure to enter partnerships solely for the sake of additional visibility – whether it’s for a new pair of work pants or safety sneakers. At the same time, we’re a sought-after partner ourselves: clubs and associations rely on us and value the long-term nature of our relationships. That’s exactly how we want to keep it going.
SPOBIS: What strategic importance do global partnerships like the one with MLB have – and how do they differ from national engagements?
Antonio Dominguez: The same principle applies everywhere: it has to be the right fit. Our fans appreciate it when brands align well. In the U.S., the franchise system makes many things easier – there’s a central point of contact who represents all clubs. In Europe or with national associations, things are much more complex. We’re focusing increasingly on internationalization, but we still keep a close eye on our national partnerships. Bayern and Eintracht are just as important to us as the NFL.
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SPOBIS: What many people don’t know is that you manage all these partnerships internally and even founded your own in-house media agency for that purpose. Why did you choose this path?
Antonio Dominguez: Short distances, clear decisions, maximum speed – that’s our formula. In our in-house agency, we pool all our expertise in content, communications, and rights marketing. We work with a small, well-coordinated team. The romance of a family-run business meets the mindset and professionalism of a corporation. Because we bundle competencies and make decisions without detours, we don’t waste time in endless meetings. Decisions are made within 48 hours. Our CEOs, Henning and Steffen Strauss, set this pace themselves. The next sponsorship coup or golden spot drives them forward – and our agile in-house agency makes it happen.
SPOBIS: In line with that, Strauss’s partnerships are no longer limited to sports – they now extend into music and entertainment as well. What added value do collaborations with Metallica, Super Mario, or Fast & Furious bring to Strauss?
Antonio Dominguez: They surprise people, broaden our target audiences, and open up new marketing opportunities. But above all, these partnerships are about brand building, not short-term ROI. With Metallica, we brought an international icon to the Main-Kinzig district in Hesse – what a highlight! And beyond that, they serve as a source of identification and pride for our employees. Metallica, Joachim Llambi, Doppelpass, Giovanni Zarrella, Lea – they’ve all stopped by our ALEA RESORT in Bad Orb. The partnerships, along with the resulting events and concerts in the ALEA PARK, also strengthen our presence in the rural region.
SPOBIS: The issue of labour shortages is omnipresent. How do partnerships help with employer branding?
Antonio Dominguez: A lot! Sport gives us the opportunity to connect with our fans, customers and potential applicants, share emotions and convey values. That makes us attractive as an employer. In addition, we offer our employees unforgettable benefits – thanks in part to our partnerships. In 2023, we hosted the Strauss Christmas Bowl – and took the entire workforce to the NFL Frankfurt Games. At Eintracht, we also promote our location initiative ALEA Bad Orb. In the spa town, we offer our employees medicine, education, sport and cuisine – from quick appointments with specialists to padel courts right next to the company. Last year alone, we had over 16,000 applications – that speaks for itself.
SPOBIS: Finally: In the DACH region, Strauss has long since become a true cult brand – not least thanks to your partnerships. What are your next goals?
Antonio Dominguez: Strauss has long been a love brand with a growing fanbase worldwide. In Germany, Austria, and Switzerland, we’re already a cult name. Now we’re pushing forward with international expansion – especially in the U.S., Spain, and France. We’ve succeeded in making workwear sexy and everyday-ready. Our core competence therefore remains the work pant. We want to continue offering craftsmen and makers attractive clothing and safety sneakers – because work happens everywhere in the world. On top of that, we’re already tinkering with the workwear of tomorrow – think AI and extended reality. And our brand partnerships will continue to play a key role in helping us achieve these goals.
SPOBIS: Mr. Dominguez, thank you for the conversation.
Antonio Dominguez: Thank you and happy working!
