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Ariat is getting ready for football season with a new partnership. The performance footwear and clothing brand has inked a deal for its work division to be an official partner of Cleveland Browns, including being the official workwear of the team’s home stadium Huntington Bank Field, and presenting partner of the Cleveland Browns grounds crew. As part of this, Ariat Work will outfit the Browns grounds crew in work boots and clothing. Ariat Work will also gear up the Browns construction crews with the best gear for the job, the company said. Susan Alcala, vice president of partnership marketing for Ariat, told FN that this new deal is about “celebrating the behind-the-scenes workers who bring us football” — and honoring workers across the country who keep America running. You May Also Like “We’re honored to outfit the Cleveland Browns grounds crew and construction workers in Ariat Work boots and apparel, and to recognize their hard work and dedication,” Alcala said. This is Ariat’s first partnership with an NFL team, and the first sports partnership specific to Ariat Work. Ariat is also a sponsor of NFL quarterback Brock Purdy. Ariat’s other sports team partnerships include the Ariat Texas Rattlers and Florida Freedom of the Professional Bull Riders Team Series, as well as Major League Soccer’s San Jose Earthquakes. This news follows a major executive change earlier this year. In January, Ariat International co-founder and former chief executive officer Beth Cross transitioned to an executive chairman role after more than 30 years. Liz O’Neill, the former executive vice president and chief operating officer of Levi Strauss & Co., filled Cross’ shoes as CEO in April. Cross said at the time of the announcement that O’Neill brings “deep experience leading global teams and working with partners around the world.” She also noted that O’Neill “respects what we have built at Ariat.” The boot brand was founded in 1993 by two women, Cross and Pam Parker. The brand is also female-led, which will continue under O’Neill.