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Joma closes kit deals with Atalanta, SD Eibar, TSG Hoffenheim

Spanish sportwear brand Joma has signed new kit deals with Atalanta, SD Eibar and TSG Hoffenheim.

The deals include new partnerships with SD Eibar and TSG Hoffenheim and an extension with Atalanta.

Joma has extended its partnership with Serie A club Atalanta until 2024.

The existing agreement with Joma would have taken the partnership to the end of the 2020-21 season, but the deal was extended early due to Atalanta’s satisfaction with Joma’s kit offering.

Atalanta is likely to be Joma’s biggest partner club next season. It currently sits third in Serie A, and will gain direct entry to next season’s Champions League group stages in if it finishes in the top four.

In a club statement, Atalanta said Joma’s guarantee of exclusive kit designs was a key factor in the extension.

In its first partnership with a German club, Joma has signed a four-season deal with TSG Hoffenheim until June 2023.

Joma will take over as kit supplier at TSG Hoffenheim from Italian brand Lotto, which sponsored the club for five years from 2014-15 to 2018-19.

The club’s new kit collection will be launched in early July. As with TSG Hoffenheim, Joma will produce exclusive kits and training wear for all teams – including youth and women’s teams – at the club.

Finally, Joma signed a new kit partnership with LaLiga club SD Eibar, where it will take over from German rival Puma.

Puma has supplied kit to SD Eibar for the last four seasons, after first signing with the club in 2015-16.

As reported by Spanish news site Palco23, Puma’s deal with SD Eibar was worth more than €600,000 ($677,000)  per season.

Puma is understood to have paid €200,000 per season for the deal, plus kit provision to the value of €400,000 per season.

SD Eibar entered the two-year deal with Puma at the beginning of the 2017-18 season. The contract included an extension option, but Puma chose not to renew.

Next season, Joma will supply kit to three other clubs in addition to SD Eibar, namely Getafe, Leganés and Villarreal.

Joma was founded in 1965 in the town of Portillo de Toledo near Madrid.

It now sponsors over 300 professional sports clubs worldwide, and sponsors national teams in over 100 countries.

Joma’s current partnership investments are concentrated in Spain, Italy, France and the UK.