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Valencia centenary prompts bespoke Puma marketing strategy

Sportswear giant set to take over from Adidas next season in Valencia’s 100th year.

9 October 2018 Stephan Georgiou

Getty Images

German sportswear brand Puma is reportedly putting together a bespoke marketing plan as it prepares to take on the kit supply contract for Spanish soccer outfit Valencia during the club’s centenary season.

Despite any deal not kicking in until the summer, Puma are already making plans to manage their partnership with the La Liga club. Puma will have at least two employees who will focus on the partnership with Valencia, including managing the official team store. A recruitment process is underway for Puma staff to service the deal during the celebratory period.

It should be noted that neither Puma nor Valencia have confirmed any agreement between the two parties. However, Spanish outlet Marca first wrote of a potential €4 million-a-year (US$4.6 million) deal until 2022 back in April – thought to be worth around double the value of the club’s current agreement with Adidas.

Adidas unveiled its own centenary tribute this year, releasing an all-white strip for the 2018/19 season – including the brand’s trademark striped logo – in the summer, and will be worn as the club mark their official 100th birthday in March.

Valencia are also entering other deals ahead of their milestone year, and are set to renew their agreement with online bookmaker Bwin in the coming months.

More recently, the club have entered a partnership with renewable energy firm Energia Valencianista, which is headed by former Tottenham Hotspur and Barcelona striker Steve Archibald.

Valencia’s centenary year has got off to a slow start, drawing seven of their opening ten games in all competitions, holding European giants Manchester United and Barcelona in their last two matches.


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