The long-term partnership will see Puma leverage the Valencia CF brand to produce performance and fashion products for the soccer club’s fan base. Valencia’s new deal comes at the end of its previous five-year licensing agreement with Adidas.

"We are proud to be the new partner of Valencia CF, a club with a great tradition that has some of the most passionate fans,” says Johan Adamsson, director of sports marketing and sports licensing, PUMA. “We are excited to work with the club to deliver premium performance products and support the club in their vision for the future.”

Puma’s deal marks its second partnership with Valencia CF as the fashion brand was an official in-game jersey sponsor for the 1990-1993 seasons. The Valencia CF deal will continue Puma’s long licensing history with international soccer clubs including Manchester City and its sister clubs.