Italian Football League Renews with Puma

The Italian Football Federation and Puma have entered a comprehensive new partnership that will see the sportswear brand serve as the FIGC’s lead partner well into the next decade.

Under the agreement, Puma has extended its marketing rights and retained the exclusive master license to manage the portfolio of FIGC assets globally. Puma will also continue as the official technical supplier of all associated FIGC teams.

Additionally, the partners will work together to grow the image, profile and commerciality of the FIGC brand around the world. This will entail a shared marketing investment allocated to core areas of focus including youth development, women’s football, countering racism and the internationalization of the FIGC brand.

“Extending this long-standing partnership with the FIGC is extremely important to Puma and is another key step toward our goal to become the 'fastest sport brand in the world,'" says Björn Gulden, chief executive officer, Puma. "The FIGC, with all its heritage and class, is a major ingredient in our football portfolio, and there is a clear vision amongst their new senior management that we share and are enthusiastic to support. The coming years will see a deeper commitment from Puma to the FIGC, and we see great commercial opportunity through a partnership that has continued to grow yet retains great potential.”