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PUMA has collaborated with the Premier League and become its official partner.
Takeaway Points
- PUMA has become the official partner of the Premier League.
- The partnership aims to drive both brand awareness and engagement, delivering premium experiences for fans, athletes, and communities alike.
- On March 12, 2025, PUMA Reports 4.4 Percent Growth in Sales for 2024, Sets Sights on 2025 Outlook
Premier League Official Partner
PUMA, a global sports company, on Monday announced that it has signed an official agreement with the Premier League, the most-watched football league globally, as part of the company’s strategy to elevate the brand and strengthen its sports performance credibility.
This partnership will see PUMA become the official ball supplier of the Premier League, which includes the provision of match balls at all league matches from the start of the 2025/26 season, the company said.
PUMA CEO Arne Freundt, commenting about the collaboration, said, “The agreement with the Premier League, the most watched football league in the world, is an important step in PUMA’s brand elevation strategy. We look forward to bringing our performance technology to the forefront of the game and connecting with the many fans worldwide. With PUMA’s ball at the centre of attention during every match in this incredible league, we will create unforgettable moments for players and fans alike.”
Richard Masters, Chief Executive of the Premier League, said, “We are delighted to be welcoming PUMA as the Official Ball Supplier of the Premier League. PUMA has a proud history of involvement in football over many years and we look forward to seeing the new ball used at all our matches from this summer onwards. Their global reach and commitment to excellence align with our values, and we are excited to work together on a range of projects to drive forward the incredible work taking place in communities and inspire fans worldwide.”
The Collaboration
PUMA said that through the collaboration, it will also support the Premier League across many initiatives, from community-based football programs that nurture grassroots talent to high-impact marketing campaigns and events such as the Premier League Summer Series, which will be hosted in the United States in July.
Based on the report, the partnership aims to drive both brand awareness and engagement, delivering premium experiences for fans, athletes, and communities alike.
PUMA Reports 4.4 Percent Growth in Sales for 2024, Sets Sights on 2025 Outlook
On March 12, 2025, PUMA reported its outlook for 2024 and 2025. According to the report, Currency-adjusted sales increased by 9.8 percent to € 2,289 million. Gross profit margin increases by 30 basis points to 47.3 percent, operating expenses (OPEX) increase by 15.8 percent to €982 million, mainly due to last year’s lower base from the Argentine peso devaluation, and operating result (EBIT) increases by 15.3 percent to €109 million.
Outlook 2025
According to the company, it expects currency-adjusted sales to grow in the low- to mid-single-digit percentage range in the financial year 2025, and the net contribution from the next-level cost efficiency program to EBIT in 2025 is projected to be up to € 25 million.
PUMA expects an adjusted EBIT in the range of €520 million to €600 million for the financial year 2025 (2024: €622.0 million).
PUMA said it plans to continue investing in its retail store network and e-commerce business, along with warehouse and digital infrastructure, to enable its long-term growth objectives and therefore anticipates capital expenditures (CAPEX) of around € 300 million in 2025 (2024: € 263.0 million).
