
Sports brand PUMA has entered into a long-term partnership with the Portuguese Football Federation (FPF), one of the most iconic national football teams globally. Starting in 2025, PUMA will provide kits for all men’s, women’s, and youth teams, as well as the FPF’s futsal, beach soccer, and esports teams.
Portugal, the 2016 UEFA European Championship winners and 2018/19 UEFA Nations League champions, are recognized for their exciting playing style, which has earned them a vast international fanbase. The Portuguese Football Federation also boasts the largest social media following among all national football associations worldwide.
Arne Freundt, CEO of PUMA, expressed excitement about the partnership: “Securing top national teams is a key focus for us, and we’re thrilled that a globally popular team like Portugal is joining the PUMA family. With Portugal’s strong global fan base and the immense potential of the next generation, we are eagerly anticipating major events like the 2026 World Cup.”
This deal holds significant historical meaning for PUMA, as it continues its legacy in Portuguese football. In the 1960s, PUMA partnered with legendary player Eusébio, “O Rei” (“The King”), designing his iconic PUMA KING football boots. Eusébio was the top scorer in the 1966 World Cup, leading Portugal to third place.
Fernando Gomes, Chairman of the FPF, commented: “What drew us to PUMA was their exceptional fan engagement and their ability to tell the unique stories of the teams they work with. We are excited to collaborate on a new range of products that will resonate with our global fanbase.”
PUMA is set to unveil new products in early 2025, with details on the creative direction of the partnership to be announced soon.
About PUMA
PUMA, one of the leading sports brands globally, is committed to designing, developing, and marketing footwear, apparel, and accessories. For over 70 years, PUMA has been at the forefront of producing high-performance products for world-class athletes, while also promoting sports culture. PUMA’s product range includes items in football, running, training, basketball, golf, and motorsports. The company also collaborates with renowned designers and brands to integrate sports into street culture and fashion. PUMA’s brands include PUMA, Cobra Golf, and stichd. The company operates in over 120 countries, employs more than 16,000 people, and is headquartered in Herzogenaurach, Germany.