Portuguese Football Federation inks multi-year deal with PUMA

Germany-based global sportswear company PUMA has struck a multi-year deal with the Portuguese Football Federation (Federação Portuguesa de Futebol; FPF). 

As part of the long-term deal, set to commence with the start of the new year, PUMA will equip all men’s, women’s, and youth divisions of the federation’s football, futsal, beach football, and esports teams.

PUMA will unveil the new products and its creative direction for the partnership in early 2025.

Also read: Portuguese Football Federation Sponsors 2024

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.”

The PUMA agreement brings down the curtain on the Nike deal that the FPF had in place since 1997, with their global superstar Cristiano Ronaldo being one of the most prominent Nike athletes of all time.

This long-term deal with PUMA also brings back a piece of history. In the 1960s, PUMA became a partner of the 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 FIFA World Cup as he led his national team to a third-place finish in the tournament.