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AC Milan secure ‘€30m a year’ Puma kit deal extension

German sportswear brand also gains naming rights to women's and youth soccer academy.

29 June 2022 Rory Jones

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Serie A champions AC Milan have signed a long-term extension of their kit supply partnership with Puma.

The deal, which Reuters reports has doubled to be worth €30 million (US$31.5 million) per year, will see the German sportswear brand remain as Milan’s global technical supplier and official licensing partner.

The increase in fee comes with Puma gaining naming rights to AC Milan’s youth and women’s soccer academy, which will henceforth be known as the ‘Puma House of Football’. Over the course of the long-term’ partnership, the club performance hub will host numerous brand and community activations.

The renewal of the agreement, which dates back to 2018, will see Puma continue to supply AC Milan’s men’s, women’s and youth teams’ kits and performance apparel. The extension has seen Puma commit to focusing on producing sustainable apparel and environmentally friendly products.

“This is a fantastic next step for our partnership with AC Milan, two brands with a focus on diversity, inclusivity, innovation, performance and football culture,” said Bjørn Gulden, chief executive of Puma.

“Our aim is to drive performance innovation and lifestyle apparel on and off pitch. We want to continue to be two of the most sustainable brands in football and support women’s football.

“This partnership will also see Puma invest in the Vismara Performance Center. This will be a special place to develop future stars at AC Milan and bring both our brands closer together.”

Ivan Gazidis, chief executive of AC Milan, added: “Over the years, working side by side with Puma has allowed us to build a solid and authentic partnership based on performance, football culture and shared values, always with a progressive approach.

“We are excited to start this new chapter in our relationship, which will focus strongly on the development of women’s football and the next generation of talent, both of which are perfectly aligned with our vision for the club.”

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