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Southampton FC has Announced a Dynamic Partnership with PUMA.

Roger Hampel


Southampton PUMA
Southampton PUMA

Southampton Football Club has proudly announced a dynamic partnership with PUMA, marking the sportswear behemoth's debut as the Official Kit Partner for the club starting from the 2024/25 season. This partnership, celebrated as a historic first in Southampton's 138-year legacy, signifies more than just a supplier agreement—it represents a strategic alliance poised to redefine the football landscape.

This exciting four-year deal promises to equip all echelons of Southampton FC, from the Men's and Women's First Teams down to the Academy, with bespoke playing kits. Moreover, fans of the club can look forward to an exclusive range of training, travel wear, and replicas, all set to be unveiled this summer, ensuring that the Saints' identity is not just preserved but elevated.


What makes this partnership particularly noteworthy is its timing. Both of Southampton's First Teams are making significant strides in their respective leagues, hunting for promotions and signaling a period of formidable ascendancy. This context underscores the partnership not just as a commercial deal but as a mutual commitment to excellence and growth.


The collaboration was ingeniously teased during a match against Coventry City, with fans playing detective as they spotted hidden clues sprinkled across social media and within St Mary’s Stadium itself. This engaging approach not only heightened anticipation but also showcased the innovative spirit both entities are known for.


A highlight of this partnership is the creation of a one-of-a-kind pair of football boots by PUMA, worn by Saints star and PUMA Athlete, Adam Armstrong. These boots are not just memorabilia but a symbol of the fusion between athlete and brand, embodying the spirit of excellence and competition. The auction of these boots, with proceeds supporting the Saints Foundation, adds a philanthropic dimension to this partnership, reinforcing the community-centric values both Southampton FC and PUMA cherish.

Phil Parsons, CEO of Southampton Football Club, emphasized the alignment of values and visions between the club and PUMA, highlighting the shared commitment to delivering high-quality, identity-centric products for fans. The partnership is seen as a stepping stone towards greater success, leveraging PUMA's innovative prowess and Southampton's rich footballing heritage.


On the other hand, Bas van den Bemt, Managing Director of PUMA UKI, expressed enthusiasm about joining hands with a club as esteemed as Southampton. He underscored the strategic nature of this partnership, aligning with PUMA's forward-thinking identity and ambitious future plans.

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