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. This new commercial partnership represents the biggest deal in PUMA and Arsenal’s history.
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. Arsenal also
presents PUMA with its most prominent platform to showcase performance products
through its significant global fanbase, 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.
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.”
