Puma has agreed an extension to its partnership with the Italian Football Federation (FIGC), with the agreement set to break new ground by positioning the company as the global rights-holder of the FIGC’s entire licensing portfolio.
Under the terms of the agreement, announced on Monday, Puma will hold the status of official master licensee of the FIGC, effective through and beyond the next two editions of the FIFA World Cup in Brazil in 2014 and Russia in 2018.
The sports lifestyle company will also continue as the official partner to the FIGC in relation to playing kits and replica wear for all Italian national teams.
Building on a successful nine-year relationship, Puma has significantly deepened its contractual involvement with the FIGC to place a global emphasis on expanding the profile and commercial potential of the FIGC brand driven by its newly established international sports licensing division.
The FIGC partnership has become the most comprehensive in the global Puma football portfolio, and gives Puma the scope to substantially increase its licensing opportunities that exist through one of the leading federations in world football.
“We have enjoyed a highly successful relationship with the FIGC over the past nine years, and as such we are delighted to have reached this new agreement and considerably expand our partnership with them,” said Franz Koch, CEO of Puma.
“It underlines Puma’s reinforced commitment to further strengthen its position as one of the top three football brands because the Italian national team, more than any other national team property in world football, perfectly embodies Puma’s unique ‘Sportlifestyle’ positioning.
Holding the master licence of the FIGC enables us to elevate our work with them to a truly global level; this is a new venture for Puma, and one that we are fully confident will be successful.”
Giancarlo Abete, president of the FIGC, added: “Puma has been a great partner for us, and we are very happy to not only continue but also deepen our relationship with them. Their licensing expertise, ideas and commitment to expanding the commercial potential of this partnership are impressive, and have led us to create this new contract. Puma’s proficiency in design, marketing and global sales distribution is among the best in the industry, which gives us great confidence for the future.” [Source: Sport Business]