THE AFL is excited to announce leading European workwear brand STRAUSS as the AFL and AFLW's inaugural Official Workwear Partner, with the partnership set to commence from the 2027 Toyota AFL Premiership season.

The partnership marks a significant milestone for both organisations, with STRAUSS choosing Australian Rules Football as a cornerstone of its entry into the Australian market.

From 2027, STRAUSS and its iconic ostrich logo will connect with millions of fans through Australia's most watched and attended sporting codes.

Together throughout the partnership, the AFL and STRAUSS will celebrate the workers, volunteers and communities whose efforts help organisations succeed both on and off the field.

AFL Executive General Manager Customer, Commercial and Technology Bec Haagsma said:

"Australian Rules Football has deep connections in communities across the country, and we're delighted to welcome STRAUSS as the AFL and AFLW's inaugural Official Workwear Partner.

“The values that drive success in football are dedication, persistence, reliability, preparation and teamwork, are the same values that underpin workplaces and communities across Australia. We’re excited for Australians to experience STRAUSS and celebrate the millions of people who bring that same commitment and determination to their work every day.”

CEO and Chief Brand Officer of Strauss Henning Strauss said:

"Australia is a highly relevant market for us because of its strong culture of skilled work, performance and pride in doing the job properly.

"We want to bring workwear that stands up to the same standards tradies set for themselves every day. It has to perform, hold up and feel right on the job."