Jan 27, 2014, 9:37 AM EST
Reuters is reporting that Arsenal have penned a $247.5M (£150M) deal with Puma to become the new kit supplier for the club over the next five years.
Arsenal’s deal with the German sportswear company on Monday signifies an end to the Gunners 20+ year devotion to Nike.
While specific financial details were not disclosed Puma admitted the deal was the biggest ever for both itself and Arsenal, and that the German manufacturer will also produce other branded Arsenal merchandise. In 2012, Arsenal signed a contract renewal with Emirates airlines for shirt and stadium sponsorship worth approximately $250M (£150M) over five years.
The agreement represents a massive coup for Puma, whose new CEO Bjoern Gulden, a former professional soccer player and Adidas AG executive, is attempting to re-establish the label as a core sports brand after spending the last decade diverging its line into lifestyle and fashion. Arsenal is the latest sports entity to pen a deal with Puma following Olympic sprinter Usain Bolt, golfer Rickie Fowler and several soccer players, including Barcelona’s Cesc Fabregas and Arsenal’s Olivier Giroud.
Since his hiring last year, Gulden has spent streamlined Puma’s business by cutting costs, rationalizing retail outlets and reducing infrastructure. The major reorganization process has already cost the company $246M in 2012 and $178M through the third quarter of 2013.
“Now we will focus on performance and we will use our assets from performance [sports] in lifestyle advertising,” Gulden told The Wall Street Journal Monday. “It is more about using the asset base rather than adding to it.”
Arsenal’s new uniform will be unveiled next summer and a full range of Puma’s new product lines will go on sale starting next year.
Mar 3, 2015, 11:26 PM EST
We want to watch games this weekend. We’re not interested in the rationale. Find a way to get us your product.
Mar 3, 2015, 10:05 PM EST
Montreal has ensured that Major League Soccer will have at least one semifinalist in this season’s CONCACAF Champions League after a year out of the final four,
Mar 3, 2015, 9:30 PM EST
Oh MLS: What fun is there in following the narrative?
Mar 3, 2015, 8:40 PM EST
If you’d like your supporters group to be featured on future episodes of ‘I Was There’ simply send pictures/video to @NBCSportsSoccer or NBC Sports Soccer on Twitter on Facebook using the #IWasThere.”
Mar 3, 2015, 7:47 PM EST
Vancouver may be missing that huge, huge name but is solid top-to-bottom.
Mar 3, 2015, 7:00 PM EST
It could be a dark year in Commerce City, but don’t forget that this was a promising young team that floundered last year.
Mar 3, 2015, 6:47 PM EST
The brash Englishman is happy to call the win a turning point for his club, which moves out of the relegation zone for the time being.
Mar 3, 2015, 6:28 PM EST
Videos, recaps, analysis and more from the three PL games during Week 28 on Tuesday.
Mar 3, 2015, 5:53 PM EST
After a late win against Palace ended their goal drought, Saints remain in the top four hunt.
Mar 3, 2015, 5:52 PM EST
The pair of managers had to be separated on the touchline after Poyet angrily approached Bruce, who had been loudly criticizing a dive from Sunderland’s Jack Rodwell.
Mar 3, 2015, 5:17 PM EST
This should be the year TFC breaks its MLS playoffs’ duck. But nothing’s ever certain in Toronto.
Mar 3, 2015, 4:54 PM EST
Villa net late win after PK drama, move out of relegation zone.
Mar 3, 2015, 4:45 PM EST
Relief for Southampton, as Mane’s goal seals crucial win to keep top four hopes alive.
Mar 3, 2015, 4:42 PM EST
The Tigers stay a point ahead of Sunderland. Hull is in 15th place with 27 points.
Mar 3, 2015, 3:45 PM EST
Watch the second half of all three PL games on Tuesday, right here.
Mar 3, 2015, 3:29 PM EST
A referee in Cyprus has come clean, describing an incredibly deep-rooted problem of match-fixing in the country that makes us wonder how prevalent this problem really is.
Mar 3, 2015, 2:35 PM EST
The FA says the finding of “significant new information” has led them to extend the investigation.
Mar 3, 2015, 2:09 PM EST
A massive relegation six-pointer between these two north east rivals. Watch live online, here.
Mar 3, 2015, 2:00 PM EST
Can Villa get their first win under Sherwood in this huge Midlands derby? Watch live online, right here.
Mar 3, 2015, 1:50 PM EST
Can Saints get back to winning ways as old boss Pardew brings Palace to town? Watch live online, here.
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