PUMA Signs Borussia Dortmund

Hi everyone,
Puma signed a partnership agreement with German champions Borussia Dortmund. The agreement, which commences on July 1, 2012, sees the German sportswear giant replace Kappa. Although financial details were not released, Kicker magazine last week reported that the new agreement would be worth Eur50 million to the 1.Bundesliga champion over eight years.


Puma will provide official playing kits for all associated Dortmund teams, including the senior men’s and all youth teams, as well as becoming the club’s official partner in relation to replica kits, fan wear and other merchandise.

The company’s Sportlifestyle brand will also provide football boots for players of all levels within the club who don’t have existing boot contracts.

Hans-Joachim Watzke, Borussia Dortmund president, said: “We share a great synergy with Puma, we both have brand values that extend beyond simply performance on the pitch, and our work together in coming seasons will reflect this. From our very early conversations with Puma it was abundantly clear that they wished to make Borussia Dortmund fans integral to the brand’s football campaigns in Germany, to value them as we do.”

Watzke added: “This marketing focus was a key reason for us signing a partnership with Puma, and we are excited about the prospect of implementing these plans for the 2012-13 season and beyond.”

Borussia Dortmund will become the third current Bundesliga club to partner with Puma, joining VfB Stuttgart and TSG Hoffenheim. The company has made significant inroads into the player endorsement market in recent months agreeing high-profile deals with Manchester City forward Sergio Aguero, FC Barcelona midfielder Cesc Fabregas and Atletico de Madrid striker Ramadel Falcao.

Franz Koch, CEO of Puma SE, added: “Borussia Dortmund perfectly embodies the mix of sport and lifestyle, an ethos we share at Puma. The brand values emphasised by both companies of joy, enthusiasm and passion make this partnership a perfect match. Our association with Borussia Dortmund will allow us to further expand our position as the clear number three football brand.” [Source: Sports Business]

Karl Lusbec

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