Puma and Arsenal announce long-term partnership

Puma and Arsenal Football Club have announced a long-term partnership.

Effective July 1, 2014, Puma will become the official kit partner of Arsenal. In addition to producing the playing and training kit for all Arsenal teams, Puma has acquired wide-ranging licensing rights to develop other Arsenal branded merchandise on a global basis.

Both will work together to bring further innovation into the sports brand’s performance apparel range. They will work collaboratively on a global strategy to drive mutual growth across all football markets, achieved through Puma’s global sales network, international tours and integrated marketing activities. Arsenal also presents Puma with its most prominent platform to showcase performance products through its significant global fan-base, profile and reputation.

Having extended and deepened its relationship with the FIGC (Italian Football Federation), signed 2013 UEFA Champions LeagueTM finalists Borussia Dortmund and bolstered its player portfolio with Sergio Agüero, Cesc Fàbregas, Mario Balotelli, Radamel Falcao, Olivier Giroud and Yaya Touré amongst others; Puma is defining itself as the clear number three football brand.

Commenting on the association, Bjoern Gulden, Chief Executive Officer for Puma said, “Arsenal have been a key strategic target for Puma for a number of years now. Through a clear commercial vision, a well-defined sports marketing strategy and a relentless enthusiasm within the Puma organisation, we’re proud to have signed this partnership with a truly global football club. As we enter a new era in 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 a significant global impact.”