PUMA have announced that the brand have entered into a long-term agreement with the Spanish football league, LaLiga, to become the league’s official technical partner. Starting from the 2019/20 season, PUMA will produce the official match ball and other products for all games in Spain’s top-flight leagues; LaLiga Santander and La Liga 1|2|3.
Taking over from Nike after over two decades of Swoosh domination, this sponsorship will significantly expand PUMA’s on pitch visibility and strengthen its position as a leading global football brand. Nike has supplied La Liga’s footballs for the last 23 years, but this season will be the last for the partnership, with PUMA swooping in to pick up the rights. Reports suggest that La Liga officials were not happy with the uniformal nature of footballs supplied by the Swoosh across Serie A, the Premier League and their own league. With PUMA, it’s believed that they will now have their own, unique, globally recognisable and completely exclusive match day ball.
PUMA already have a strong La Liga presence with the likes of Luis Suárez, Antoine Griezmann, Jan Oblak, Samuel Umtiti, Santi Cazorla, Marc Bartra, and Giovani Lo Celso. The start of the 2019/20 La Liga season will also see PUMA begin sponsorship of two new clubs: Girona FC and Valencia CF.
Nike renewed its deal with La Liga in 2016, but that expires at the end of June this year. PUMA have reportedly paid in the region of €5 Million to take over from the American brand.
“We are extremely proud to have partnered with one of the best, if not the best, football league in the world,” said Johan Adamsson, PUMA’s Director of Sports Marketing. “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. "
PUMA are making some serious strides ahead of the 2019/20 season...
