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Writer's pictureRoger Hampel

Portugal Football Federation Signs Long-Term Partnership with PUMA.

Roger Hampel

Portugal Football PUMA

Photo Credit: FPF



The Federação Portuguesa de Futebol (FPF) has officially announced a long-term partnership with German sportswear giant PUMA, effective January 1, 2025. This collaboration will see PUMA become the technical sponsor for Portugal's national football teams across all disciplines, including futsal, beach soccer, and even eSports.


A Strategic Alliance for Portuguese Football Portugal Football PUMA


Portugal boasts an impressive pedigree on the international stage. With victories in the 2016 UEFA European Championship and the 2018/19 UEFA Nations League, the national team has captured the hearts of fans worldwide. This is reflected in their leading position among football federations in terms of social media followers.


The partnership marks a significant milestone for PUMA as the brand aims to deepen its roots in top-tier football. "Partnering with a world-class national team was a priority for us, and we're thrilled to welcome Portugal to the PUMA family," said Arne Freundt, CEO of PUMA. He further highlighted the global appeal of Portugal’s team and the immense potential of its next generation of players, expressing excitement about upcoming tournaments, including the 2026 FIFA World Cup.


A Legacy Reimagined


This deal isn’t PUMA’s first foray into Portuguese football. The brand shares a rich history with the nation, having collaborated with the legendary Eusébio during the 1960s. Eusébio, affectionately known as “The King,” donned the iconic PUMA King boots during his record-breaking performance as the top scorer of the 1966 FIFA World Cup, where Portugal secured an impressive third place. This new agreement signifies a return to PUMA's roots in Portuguese football, offering the brand a platform to further celebrate this storied legacy.


Expanding Fan Engagement


The partnership aims to go beyond technical sponsorship by focusing on fan engagement and innovative product offerings. FPF President Fernando Gomes highlighted PUMA’s creativity and storytelling ability: "We were impressed by how PUMA interacts with fans and brings each team’s story to life. We’re eager to develop an exciting range of products that resonates with our vast fanbase worldwide."


For PUMA, it’s a chance to cement its position as a key player in football sponsorship, joining its roster of partnerships with other top national teams and athletes. Together, they aim to innovate on and off the field, leveraging Portugal’s captivating style of play and PUMA’s expertise in product design and marketing.

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