The long-term partnership between PUMA and Arsenal Football Club formally began on July 1, 2014 and includes wide-ranging licensing rights to develop Arsenal-branded merchandise on a global level.
In May 2013, Arsenal inked a partnership deal with sports brand PUMA. This sponsorship deal is known as the biggest kit deal in English football worth £150 million over 5 year (£30m-a-year).
The new kit will be unveiled on July 10 in London. Arsenal Ladies will be the first to wear a PUMA kit when they play in a special one-off design in the FA WSL Continental Cup game against Chelsea on July 6.
Ivan Gazidis (Chief Executive Officer at Arsenal) said: “This is an exciting day for us and marks the start of a new era. As we expected when we signed the partnership, PUMA have come up with some truly innovative and creative ideas and we are looking forward to unveiling the new kit which I am sure will be a big hit with our supporters around the world.”
Bjoern Gulden, chief executive officer for PUMA, said: “The past months have been a busy time for a great number of people involved in the Arsenal project at PUMA, and we are excited by what lies ahead. The new kit, product collections and marketing plans have been a big area of focus for us and will be revealed next week.”
PUMA has a rich heritage and record of innovation in sport, and football in particular. The likes of Pele, Eusebio, Johan Cruyff and Diego Maradona have all worn PUMA products.
The formal unveiling on July 10 will trigger the opportunity for supporters to buy the new kit at Arsenal and PUMA outlets around the world. This will include the re-opening of a fully re-fitted Armoury store at Emirates Stadium on July 11.
The new kit will be available from Arsenal channels as follows:
ArsenalDirect.com, 11pm, July 10
The Armoury Store, Emirates Stadium, 10am, July 11
Highbury House Store, Emirates Stadium, 9am, July 11
Finsbury Park Store, 9am, July 11
Brent Cross Store, 10am, July 11
PUMA recently decided to reshift its efforts and focus on sports and the partnership with Arsenal offers the German brand a significant platform to communicate and activate marketing initiatives on sport performance.
Also, PUMA has acquired a set of additional licensing rights, that enables them to brand ‘develop, distribute and market’ Arsenal branded merchandise around the world, through its affiliated companies such as Cobra PUMA Golf and Brandon.
According to this deal, PUMA will produce a range of merchandise including apparel, sporting goods, back to school gifts and souvenirs.