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Published
Mar 1, 2012
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Puma strengthens its position as a football brand

Published
Mar 1, 2012

Puma has just confirmed a new long-term contractual partnership with the Italian Football Federation (FIGC), that sees the sportlifestyle brand now actively managing the entire licensing portfolio of FIGC assets on a global basis. Through this agreement, Puma will hold the status of ‘Official Master Licensee of the FIGC’, effective through and beyond the next two FIFA World CupsTM in Brazil and Russia. Puma will also continue as the Official Partner to the FIGC in relation to playing kits and replica wear for all FIGC national teams.

Franz Koch, CEO of PUMA said, "We have enjoyed a highly successful relationship with the FIGC over the past nine years, and as such we are delighted to have reached this new agreement and considerably expand our partnership with them. It underlines Puma’s reinforced commitment to further strengthen its position as one of the top 3 football brands because the Italian National Team, more than any other national team property in world football, perfectly embodies Puma’s unique Sportlifestyle positioning. Holding the Master License of the FIGC enables us to elevate our work with them to a truly global level; this is a new venture for PUMA, and one that we are fully confident will be successful.”

In addition to the Italian Football Federation, Puma signed a new partnership with the South African Football Association (SAFA) last year and extended its partnership with the Swiss Football Association (SFV). Although it has not disclosed its sales objectives in the football segment, Puma expects its sales turnover to reach 4 billion euros in 2015. Adidas' revenue, on the other hand, could reach 17 billion.

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