Puma is continuing its major rebranding with an even stronger focus on sport performance. Puma CEO Björn Gulden confirmed the strategy to take a direct stake in Borussia Dortmund, having sponsored the football club since 2012.
By potentially acquiring up to 5 percent of its capital stock through the planned capital increase announced by Borussia Dortmund, Puma seeks to underpin its long-term, strategic partnership and to intensify the cooperation with one of Germany’s top clubs.
“It is impressive to see what Borussia Dortmund has achieved in recent years – both in sports and as a business,” said Bjørn Gulden, CEO of Puma.
“We are looking forward to continuing our partnership with the club, not just as a sponsor but for the first time as a shareholder, and we will work together to reach our common goals. As one of the top clubs in Germany and Europe, Borussia Dortmund is the perfect fit for Puma, increasing its brand awareness on a national and international level.”
“Borussia Dortmund is proud to have gained such a renowned global company like Puma as a strategic partner, a sports company that operates at high social and ethical standards and has demonstrated sustainable interest in sponsoring Borussia Dortmund,” said Hans-Joachim Watzke, Managing Director of Borussia Dortmund.
“Due to its positive energy and national and international appeal, Borussia Dortmund will be a true partner. This partnership brings not only financial benefits for Borussia Dortmund, but we are also looking forward to intensive networking with our innovative sponsor in Germany and abroad.”
Puma has been Borussia Dortmund’s technical partner since July 2012, providing official playing kits for all associated Borussia Dortmund teams, including the senior mens and youth teams as well as replica kits, fanwear and other merchandise.
Puma also sponsors Arsenal and Italia football teams. Its athlete roster includes football icons Mario Balotelli, Sergio Agüero to name a few. [Source: Sports One Source]
With adidas owning 9.4% of Bayern Munich and having extended their sponsorship deal until 2020, Puma is -most likely- heading towards a similar scenario.