After 20 long years with sports manufacturing giant Nike, storied BPL club Arsenal have announced their most lucrative kit sponsorship deal ever with PUMA. According to reports, the deal with PUMA is said to be worth £150 million ($248.6 million) over five years beginning in July of 2014 and is the largest kit deal for both parties in their respective histories.
On the club’s official website, team CEO Ivan Gazidis 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.
As part of the partnership, PUMA will not only provide the club’s official match day and training gear, but will also have license to promote the Arsenal brand via a variety of global merchandising vehicles and products, according to the announcement. PUMA has struggled in recent years in the sports division, with the company choosing to focus more on the fashion sector of its portfolio. However, the company has made a clear push to regain ground in the sporting world, especially in global soccer.
PUMA’s chief executive officer, Bjoern Gulden 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.
Arsenal represent a step change for PUMA in their journey to make their mark on the sports manufacturing world. Securing a powerhouse global name like the Gunners is exactly what the company needed to combat the recent successes of competitors Nike and Adidas, not to mention with this deal they ousted Nike’s long-standing partnership in the process, much to the swoosh’s chagrin. PUMA also have star footballers Sergio Aguero, Cesc Fabregas, Mario Balotelli, Radamel Falcao, Olivier Giroud and Yaya Toure among others, as well as 2013 UEFA Champions League finalists Borussia Dortmund in their growing ‘arsenal‘.