With a total audience of 2.7 billion viewers in 183 countries annually and more than 80 million followers on social media, LaLiga is one of the world’s leading sport leagues. This sponsorship will significantly expand PUMA’s on pitch visibility and strengthen its position as a leading global football brand. 

Both companies share a long history but also a young spirit and a vision for growth that will be boosted by this alliance.

“We are extremely proud to have partnered with one of, if not, the best football league in the world,” said Johan Adamsson, PUMA’s Director of Sports Marketing. “The ball is the most essential element in football, this sponsorship is the epitome of performance. La Liga has some of the world’s best teams and players and this is another step in our efforts to achieve ‘No Football without PUMA and it ensures an even stronger global reach for our brand.”

Juan Carlos Díaz, LaLiga’s Marketing and Commercial Director added: "It is an honor for an historical sports brand like PUMA, that dresses great teams, important sportsmen and recognized artists, to want to associate with LaLiga, the best football national league in the World, and contribute all its technical quality to our ball, which is such an important element of our competition. We are convinced that this agreement will be very fruitful for both companies and will allow us to continue facing our future challenges."

For pictures and the Press Release download the Media Kit below.

PUMA and BVB first joined forces during the 2012/2013 Bundesliga season. Since then, the club has won the German cup, the German Supercup, reached the Champions League Final and has become increasingly relevant as a global football brand. Known for its passionate fans and formidable atmosphere, BVB is one of the world’s best supported teams. It has recorded the highest average home attendance in world football over the past five years.

“Borussia Dortmund is one of our most important partners,” said PUMA CEO Bjørn Gulden. “We love the fans of this club and the atmosphere they create at the Signal Iduna Park. It is quite possibly the best stadium atmosphere in the world.”

BVB chief executive officer Hans-Joachim Watzke said: “For many years, PUMA has been more than a supplier and a sponsor for BVB. It has been a heavyweight in the shareholder structure of our club, too. This shows the enormous identification of PUMA and its staff across the world. Our partnership has grown and extends far beyond the boundaries of a normal business relationship. We would like to add another chapter to our joint success story in the coming years.

Borussia Dortmund’s managing director Carsten Cramer added: “Borussia Dortmund and PUMA share the same philosophy of intensive football and an emotional fan experience. PUMA is one of the most creative and dynamic sports brands on the planet and yet it has retained a family feel. We’re proud that two companies with such a positive energy will continue to bounce off each other going forward.”

Under the terms of the deal, PUMA will continue to supply kits to all BVB teams and create replica and fanwear products. The company also has separate agreements with BVB players such as Marco Reus, Julian Weigl, Axel Witsel, Lukasz Piszczek and Marwin Hitz.

Sara’s journey will culminate in the release of a special documentary later in 2022. The short film will give unprecedented access to Sara’s story and give insight to the challenges female athletes face when deciding to start a family. 

“We are very proud to partner up with the Brazilian Confederation of Athletics, which is the first time ever that PUMA sponsors a Brazilian national sports team, so it will be a landmark.” said Fabio Kadow, Marketing Director PUMA Brazil. “Their successful track record in world class athletics, with 19 Olympic medals, makes this partnership a perfect fit for PUMA.”

"Partnering with PUMA is a huge responsibility for us and a source of great pride”, said Wlamir Motta Campos, CBAt´s president. “I'm sure the athletics community will embrace PUMA, because we're talking about a product of excellence, a fantastic technology that will help the performance of our athletes."

PUMA has a long and rich history in Track & Field, having sponsored the Jamaica Athletics Administrative Association since 2002. The brand also kits out several national federations including Cuba, Bahamas, Trinidad and Tobago, Grenada, Dominican Republic, Norway, Switzerland, Portugal and South Africa. Individual PUMA sponsored athletes include World Champion 400m hurdler Karsten Warholm, pole vault star Armand "Mondo" Duplantis, triple Olympic medalist Andre De Grasse, long distance runner and Olympic medalist Molly Seidel, and triple jumpers Patricia Marmona and Will Claye.

With RE:JERSEY, PUMA aims to reduce waste and pave the way towards more circular production models in the future. Sustainability is also a key value for AC Milan, which has committed to sustainable and social responsibility initiatives, with a particular focus on younger generations.

While PUMA’s football kits on the market today are already made from 100% recycled polyester, the RE:JERSEY shirts worn ahead of Sunday’s game are made with 75% repurposed football jerseys. The remaining 25% comes from SEAQUAL ® MARINE PLASTIC[1].

“We are excited that AC Milan has joined us to be a part of the RE:JERSEY project,” said Matthias Baeumer, General Manager BU Teamsport at PUMA. “As we want to take more responsibility when it comes to the end of life of our products, RE:JERSEY is an important step in garment-to-garment recycling.”

In the recycling process used for the RE:JERSEY project, even old garments that feature logos, embroideries and club badges can be used, as the material is chemically broken down into its main components (depolymerization). Colors are then filtered out and the material is chemically put back together to create a yarn (repolymerization) that has the same performance characteristics as virgin polyester.

As part of the project, AC MILAN and PUMA will set up collection bins, where fans will be able to donate their old polyester items, which will be used for the RE:JERSEY project.“

AC Milan is a Club that truly believes in the social value of football. Sustainability is an important value for all of us at the Club, we need to do our part to protect the future of our planet, so we are delighted to join this initiative with our partner PUMA and be part of the RE:JERSEY project,” said Casper Stylsvig, Chief Revenue Officer at AC Milan.

[1] SEAQUAL ® MARINE PLASTIC
SEAQUAL® MARINE PLASTIC is a sustainable and fully traceable raw material from SEAQUAL INITIATIVE that is made from marine litter, or in some cases from end-of-life fishing nets or other plastics used in aquaculture (such as those used in mussel and oyster farming). For more information, visit https://www.seaqual.org

In a professional career that spans more than 20 years, Giorgio Chiellini made more than 420 appearances for his club, Juventus, and became one of the most capped players in the history of Italy’s national team. 2021 was an extremely emotional year for him, as he won Euro2020 with Italy.

“I shared my feelings with my teammates and with the people at home in front of their TV screens. This was probably the secret of my performance,” he said. “I wanted to enjoy and celebrate all the emotions the tournament brings with it.”

In 2021, PUMA recorded its best-ever performance both in terms of revenues and operating profit. Bjørn Gulden, who also started out as a professional football player, said that leadership was a very complex topic and it depended on each person individually.

“You need to find your way and see that your style has an impression on people,” he said. “Giorgio’s attitude as a leader inspires me. You can see, when he’s on the pitch, he makes the other ten players better and that’s the job of a leader.”

When it comes to attitude, both agreed that having fun is crucial to stay motivated in the long term:

“Not having fun is a waste of time. You spend most of your time at work. I strongly believe that if you like what you do, you perform better,” said Bjørn Gulden.

At 37 years old, Giorgio Chiellini says he wishes he had realized the power of a positive attitude earlier.

“I managed to change my state of mind during my career (…) Now I can pay more attention to the situation than I used to when I was angry or yelled at my teammates. I lost a lot of energy on the pitch like that,” Giorgio Chiellini said.

For the full video interview, please visit PUMA’s 2021 annual report by visiting https://annual-report.puma.com/2021/en/.

The signing comes as PUMA continues its commitment to pushing women’s sports forward. In partnership with PUMA Hoops Creative Director June Ambrose, the brand officially launched its Women’s Hoops category in December 2021 with a basketball-inspired lifestyle collection, PUMA High Court, coached and designed by June Ambrose.

In 2020, PUMA launched the SHE MOVES US platform, this year PUMA expanded the SHE MOVES US platform with a focus on its top female sports ambassadors, celebrating the women who have moved sports forward to inspire other women around the world. Smith will be featured in PUMA Hoops campaigns and product launches tied to SHE MOVES US.

PUMA will continue to equip all men’s, women’s and youth teams with jerseys, training apparel and accessories and will remain the club’s official partner for replica jerseys and fanwear.

PUMA and Borussia Mönchengladbach already worked together from the 1960s until 1992, a very successful period in the club’s history in which the team won eight titles (five German league titles, two UEFA Cups and one DFB Cup).

“PUMA and Borussia Mönchengladbach share a long, successful history, which we revived in 2018,” says PUMA CEO Bjørn Gulden. “We are happy that we will continue this partnership in the coming years, witness great football moments and create products that the fans love.”

Over the past years, PUMA and Borussia Mönchengladbach presented exciting collections and special editions, such as a stylish black jersey to mark the 120th anniversary of the club in 2020.

For the next Bundesliga season 2022/23, PUMA once again blends the club’s history with the present, presenting a traditional white jersey with a central black and green pattern in a classic style.

“Already in 2018, people at Borussia were euphoric to have PUMA back. The joy is even bigger now that we were able to agree an early and long-term extension of the current partnership,” said Stephan Schippers, CEO of VfL Borussia Mönchengladbach. “Our club has celebrated big successes with PUMA by its side. PUMA and Borussia belong together.”

Under the new terms, PUMA will continue to supply performance apparel for the men’s, women’s, and youth teams, and utilize the style, fashion, and culture of Milan to develop performance and off-pitch lifestyle product that taps into the unique Milanese style. This will see both brands continue to collaborate beyond the pitch on innovative and fashionable collections that connect with football culture and reinforce Milan’s global footprint.

“This is a fantastic next step for our partnership with AC Milan, two brands with a focus on diversity, inclusivity, innovation, performance and football culture,” said Bjørn Gulden, Chief Executive Officer, PUMA. “Our aim is to drive performance innovation and lifestyle apparel on and off pitch. We want to continue to be two of the most sustainable brands in football and support women’s football. This partnership will also see PUMA invest in the Vismara Performance Center. This will be a special place to develop future stars at AC Milan and bring both our brands closer together.”

“We are immensely proud to continue on this journey with our long-standing partner PUMA, our Principal Partner since 2018. Over the years, working side by side with PUMA has allowed us to build a solid and authentic partnership based on performance, football culture and shared values, always with a progressive approach,” commented Ivan Gazidis, AC Milan CEO. “We are excited to start this new chapter in our relationship, which will focus strongly on the development of women’s football and the next generation of talent, both of which are perfectly aligned with our vision for the Club.”