What is STRAUSS on MLB helmets?

Major League Baseball made an equipment change for the 2024 playoffs that wasn't exactly subtle.

The league placed ads for the company STRAUSS on the side of all batting helmets once the postseason began.

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The helmet ads feature STRAUSS' logo and name, making it hard to miss for viewers at home.

SAN DIEGO, CA - OCTOBER 01: A detail photo of an Atlanta Braves helmet and a San Diego Padres helmet on the field prior to Game 1 of the Wild Card Series presented by T-Mobile 5G Home Internet between the Atlanta Braves and the San Diego Padres at Petco Park on Tuesday, October 1, 2024 in San Diego, California. (Photo by Daniel Shirey/MLB Photos via Getty Images) — FILE -- A view of Braves and Padres batting helmets with the STRAUSS ads. (Photo by Daniel Shirey/MLB Photos via Getty Images)

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So why was the change suddenly made?

Well, MLB reached a new multiyear partnership with STRAUSS, a European workwear company based in Germany, last month. The partnership, which marked STRAUSS' first league-wide deal in the United States, called for the company's name and logo to be displayed on batting helmets throughout the postseason.

Starting next season, the helmet ads will be featured during MLB games in Europe along with postseason contests. All Minor League Baseball games will include the helmet ads as well.