Portuguese Football Federation inks a new multi-year deal with PUMA

Germany-based global sportswear company, PUMA has struck a multi-year deal with Portuguese Football Federation (FPF) to commence from 2025. 

As part of the long-term deal, PUMA will equip all male, female and youth teams as well as the federation’s futsal, beach football and E-Sports teams. PUMA will unveil the new products and its creative direction for the partnership in early 2025.

Speaking on the new partnership, PUMA CEO, Arne Freundt said: 

“Signing a top-tier national team was one of our priorities in football and I am very excited to welcome a team as popular as Portugal to the PUMA Family. Given the large number of fans all over the world and the great potential of the next generation of this squad, we are looking forward to the upcoming big tournaments such as the 2026 World Cup.”

Speaking on the collaboration, FPF President, Fernando Gomes said: 

“We were attracted to PUMA because of the way in which they engage with the fans and tell the unique story of every team they work with. We look forward to creating an exciting range of products with them which will resonate with our large fan base all over the world.”

This deal has come as a surprise as Portugal National team had been associated with Nike since 1997 with their global superstar Cristiano Ronaldo also being one of the most prominent Nike athletes over the years.

This long-term deal with PUMA also brings back a piece of history as PUMA collaborated with one of the football greats in Portugal a long time back.  In the 1960s, PUMA became the partner of legendary player Eusébio, known as “O Rei” (“The King”), for whom it created the iconic PUMA KING football boot. Eusébio ended up as the top scorer of the 1966 World Cup when he led his national team to a third place in the tournament.