Puma and Arsenal sign their biggest commercial deal
Puma will become the official kit partner of Arsenal from July 1, 2014. This new commercial partnership represents the biggest deal in Puma and Arsenal's history. 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.
Puma and Arsenal will work together to bring further innovation into the sports brand's performance apparel range. Both organisations 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.
Having extended and deepened its relationship with the FIGC (Italian Football Federation), signed 2013 Champions League finalists Borussia Dortmund and bolstered its player portfolio with Sergio Aguero, Cesc Fabregas, Mario Balotelli, Radamel Falcao, Olivier Giroud and Yaya Toure among others, Puma is defining itself as the clear No 3 football brand.
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 that the plans in place to activate this partnership will have a significant global impact."
Ivan Gazidis, chief executive officer at Arsenal said: "We are excited to be partnering with Puma, a company whose football heritage and record of innovation have a strong affinity with our own. This represents another important step forward in Arsenal's progression on and off the pitch."