HomeNewsNewsSports EquipmentFootballUnited Kingdom

Puma grabs personal endorsement deal with Pep Guardiola

German sportswear brand Puma has signed a personal sponsorship deal with Manchester City manager Pep Guardiola. He will endorse Puma products and also work with them on developing new clothing and footwear lines.

This is the second personal sponsorship deal that Guardiola has signed recently. In July, Japanese car brand Nissan extended its global partnership with City Football Group (CFG) and signed Guardiola as a brand ambassador as well.

Guardiola cited the historic ties between Puma and Dutch football legend Johan Cruyff, who he said had a huge influence on his football philosophy, in his comments on the arrangement.

Puma had announced its long-term kit deal with CFG, including its flagship club Manchester City earlier this year. SportBusiness Sponsorship reported in October 2018 that the agreement is worth more than £50m ($66.5m/€58.3m) per season – at least five times the sum paid by Nike under its current deal, from 2013-14 to 2018-19.

Under the new deal, which started in July, Puma will kit out the reigning English Premier League champions and City’s clubs in Spain, Uruguay, China and Australia.

Read more: Nissan extends with City Football Group, signs Guardiola as ambassador

Most recent

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France