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Puma extends deal with key strategic partner FIGC

The Italian Football Federation (FIGC) has extended its long-term partnership with sportswear company Puma.

The length of the new agreement was not disclosed, but the FIGC said that the agreement would run into the next decade.

Puma will continue to serve as the federation’s lead partner and will provide the playing kit for the various national teams. Under the deal, Puma will also retain exclusive rights to manage the federation’s global licensing portfolio.

Declaring the partnership to be of “great strategic importance,” Puma said it will work alongside the FIGC across a number of projects. This will include shared marketing investment allocated to core areas of focus within the FIGC programme including youth development, women’s football, countering racism and the internationalisation of the FIGC brand.

The two parties first linked up in 2003.

“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,” Puma chief executive Bjørn Gulden said.