Portugal’s Shift to Puma: A New Chapter in Soccer Sponsorship with a Nod to the Past
By SPX Staff Writer
The Portuguese Football Federation (FPF) has ushered in a new era by signing a long-term partnership with Puma, ending a 27-year collaboration with Nike.
Starting January 1, 2025, Puma will supply kits for all Portuguese teams, including men’s, women’s, youth, futsal, beach soccer, and e-sports divisions. This historic deal not only reshapes Portugal’s future but also revives Puma’s football legacy, rooted in a bold gamble made decades ago.
Puma’s first significant foray into football sponsorship is the stuff of legend. In the 1950s, the Dassler brothers—Adolf (“Adi”) Dassler of Adidas and Rudolf Dassler of Puma—had gone their separate ways. The rivalry between the two brands was fierce, and Puma was the underdog in the competitive sportswear market.
Portugal’s Eusebio & Puma - 1966 World Cup
That changed during the 1958 FIFA World Cup in Sweden. Puma struck a deal with Brazilian football icon Pelé, ensuring he wore their boots on the world’s biggest stage. This bold move catapulted Puma into the global spotlight, cementing its place in football history. Pelé’s success laid the groundwork for Puma’s future in the sport, including partnerships with players like Eusébio, who donned Puma boots during his record-breaking performance at the 1966 World Cup.
Fast-forward to today, Puma’s history in football sponsorship serves as the foundation for its new chapter with Portugal.
Puma CEO Arne Freundt expressed the brand’s excitement about partnering with Portugal:
“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,” Freundt emphasized the global fan appeal of Portuguese football and the opportunity to innovate ahead of major tournaments like the 2026 World Cup.
Fernando Gomes, president of the FPF, highlighted Puma’s approach to storytelling and fan engagement:
“We were attracted to Puma because of how they engage with fans and tell the unique story of every team they work with.” He added that the collaboration would produce products that resonate with Portugal’s extensive global fan base.
The deal has drawn significant attention from industry commentators. Analysts describe it as a strategic masterstroke for Puma, elevating its presence in international football by securing one of the game’s most recognizable national teams.
Nnamdi Onyeagwara of The Athletic pointed out the potential brand implications for Cristiano Ronaldo, a Nike athlete since 2003. While Ronaldo’s deals remain with Nike, Portugal’s shift to Puma complicates his association with the Swoosh during international play.
Nike has not commented on the end of its long-standing partnership with the FPF. However, with its flagship national team sponsorships, including Brazil, France, and England, Nike focuses on maintaining dominance in the soccer market.
The first Puma-designed kits for Portugal are set to debut in early 2025. This partnership promises a new look for Portugal’s teams and a continuation of Puma’s innovative legacy in football.
By revisiting its roots while pushing boundaries, Puma proves that history, strategy, and bold decisions remain at the heart of football sponsorship. This collaboration begins an exciting new chapter for Portugal, Puma, and fans worldwide.