German sporstwear brand Puma has signed a new long-term partnership with Spain’s LaLiga.
Under the multi-year deal, Puma will become the league’s Official Technical Partner.
Starting from next season, Puma will supply the Official Match Ball and other technical products – such as match official uniforms – for all LaLiga and La Liga 1|2|3 fixtures.
Puma takes over as match ball supplier from US rival Nike, which has held the match ball rights for 23 years.
As reported by Spanish news site Palco23, Nike is paying paid around €5m per season as the Official Match Ball supplier.
Johan Adamsson, director of sports marketing at Puma, said: “The ball is the most essential element in football, and this sponsorship is the epitome of performance.
“LaLiga has some of the best teams and players in the world, and this partnership is another step in our efforts to achieve ‘No Football without Puma’, ensuring an even stronger global reach for our brand. ”
It is understood that LaLiga president Javier Tebas supported the switch to Puma as a way to differentiate LaLiga from the Premier League and Serie A.
All three leagues currently use the same Nike Merlin ball, albeit with slightly different colour schemes.
Puma’s latest agreement with LaLiga is thought to be part of the brand’s comeback strategy in elite European football sponsorship, after years of domination by Nike and adidas.
From next season, it will supply kit to Valencia, Manchester City and several other new partner clubs within City Football Group.
As reported by SportBusiness Sponsorship in February, Puma will supply kit to Girona, Melbourne City, Club Atlético Torque and CFG’s new Chinese club acquisition, Sichuan Jiuniu.
Puma also sponsors LaLiga players such Luis Suárez, Antoine Griezmann, Jan Oblak, Samuel Umtiti, Santi Cazorla, Marc Bartra, and Giovani Lo Celso on a personal endorsement basis.