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Puma gearing up for centenary celebration at Valencia

Sports brand Puma is recruiting a marketing team to manage kit sponsorship at LaLiga’s Valencia, as it prepares to take over from adidas at the start of next season, Spanish press reports have said.

According to Spanish sports news site Palco23, Puma is putting together a team to integrate operations with the centenary celebrations of the club, which will last throughout 2019.

Neither party has confirmed the agreement, which is reported to be worth more than Valencia’s current €2m ($2.3m) per year deal with adidas.

According to the same report, Valencia CF recently renewed its betting partner deal with Bwin, which will also be activated around the centenary.

The commercial business of Valencia CF has hovered around €16m per year during the last three seasons, Palco23 said.

For more on Puma’s football sponsorship strategy, read our analysis: ‘Puma steps up revenue pace, targets high-end clubs’.