Puma has unveiled a long-term partnership with Arsenal.
Arsenal previously partnered with American sportswear giant Nike, which sponsored the English soccer club for 20 years.
The new deal covers game-time and training kits for all Arsenal teams along with “wide-ranging licensing rights” acquired by Puma “to develop other Arsenal branded merchandise,” the companies said.
The partners said their prime focus was on innovation, which is part of Puma’s ongoing efforts to rejuvenate its brand, currently lagging behind rivals Adidas and Nike. “[We] will work together to bring further innovation into the sports brand’s performance apparel range,” Puma and Arsenal said. The first in a line of products will be unveiled in July, a spokesman for Puma told WWD.
“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,” said Puma’s chief executive officer Bjoern Gulden.
According to both companies, the new commercial partnership represents “the biggest deal” in their history, respectively.