BrandArena: Puma Expanded Arsenal Partnership

Monday 26 May 2014

Puma Expanded Arsenal Partnership

FA Cup winners Arsenal FC have revealed that Puma, their new sportwear brand, has acquired a set of additional licensing rights, that will see the firm ‘develop, distribute and market’ club-branded merchandise around the world, through its affiliated companies such as Cobra Puma Golf and Brandon.

According to a statement by the club, the additional deal, beginning from 1st July, will allow Puma to produce a range of merchandise including apparel, sporting goods, back to school gifts and souvenirs.

‘The Puma deal represents the biggest deal in Arsenal’s history and the new licensing element is a fundamental part of that. Puma will help us to grow our existing range of official Arsenal merchandise and provide our supporters with a host of new and exciting products’, Arsenal said.

Puma’s head of sports licensing Evy Bronneberg added: ‘Having the rights to produce Arsenal products both with and without the Puma brand trademarks enables us to further amplify the commercial potential of this partnership, and deliver a comprehensive merchandise range for Arsenal fans around the world.’

The Gunners confirmed the new agreement with Puma in January, ending a 20-year association with Nike thanks to a bumper five-year contract believed to be worth some around £150 million in total.

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