German sportswear brand Puma and Arsenal Football Club have announced a long-term partnership, which sees Puma ousting Nike as the official kit partner.
Both parties remained tight-lipped regarding financial details – rumoured to be worth around £30million a year – but the commercial deal was described as “the biggest deal in Puma and Arsenal’s history”.
In addition to producing the playing and training kit for all Arsenal teams, effective from 1 July, Puma has acquired wide-ranging licensing rights to develop other Arsenal-branded merchandise on a global basis.
Bjoern Gulden, CEO for Puma said: “Arsenal have been a key strategic partner for Puma for a number of years now… As we enter a new era in the our company history, Arsenal represents a major commercial and marketing opportunity to reinforce Puma’s credibility as a global sports brand, and we have full confidence the plans in place to activate this partnership will have significant global impact.”
The announcement comes ahead of the new CEO’s efforts to revive the brand in the sportswear market and to consolidate itself as the number-three football brand behind Nike and Adidas.
The move will see the end of Arsenal’s 20-year relationship with Nike – the north London team last changed manufacturer in 1994 from Adidas to Nike.