Engelbert Strauss Renewed NFL International Partnership
The workwear brand will sponsor three upcoming NFL international games in London and Munich.
Updated on Oct. 2, 2026 in Football
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Engelbert Strauss has renewed its partnership with the NFL to remain the official workwear sponsor for games in the UK and Germany. The brand will sponsor three of the four international fixtures scheduled in these regions for 2026.
Why it matters
The extension reinforces the NFL's strategy to expand its international footprint and sustain fan engagement in European markets. This partnership builds on successful international outreach, following the record-setting viewership metrics seen during the NFL game held in Melbourne, Australia.
The recent Melbourne game reached a peak audience of 21.3 million US viewers and drew 2.19 million total Australian viewers. In addition to TV totals, the 7plus Sport platform recorded 155,000 viewers for the event.
The players
Engelbert Strauss
This German-based company is a well-known international manufacturer of workwear and personal protective equipment.
NFL
The National Football League is the premier professional American football organization based in the United States.
Drew Baldridge
He is a country music singer and songwriter scheduled to perform before the Munich NFL game.
The details
Engelbert Strauss has served as the official workwear partner for the NFL in the UK and Germany since 2023. The 2026 sponsorship schedule includes two games at Tottenham Hotspur Stadium in London and one game at Allianz Stadium in Munich, where performer Drew Baldridge will take the stage before kickoff.
Timeline
Engelbert Strauss began its NFL partnership in 2023.
Indianapolis Colts play Washington Commanders in London on October 4, 2026.
Philadelphia Eagles play Jacksonville Jaguars in London on October 11, 2026.
New England Patriots play Detroit Lions in Munich on November 15, 2026.
Season Trajectory
This renewal signals that the NFL remains committed to its expansion within the European sports market by leveraging established brand partners. Continued support for international fixtures like those in London and Munich is essential for the league's goal of growing its global fan base.
Fans in Europe can expect increased brand visibility and engagement activations from Strauss during the London and Munich game weeks. The sponsorship ensures consistent fan experience elements across the three designated international matchups in 2026.
The takeaway
The continued collaboration between global brands and the NFL underscores the commercial viability of American football abroad. International fans should look for localized fan events and entertainment as the league further integrates into the European sports calendar.
Further reading
Find more industry coverage on the Football section page.
Source note: This article includes information reported by Sportcal.
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