Leicester City Football Club and Puma announced a new partnership that will see the two working together from June 2012.
The collaboration, which will run for three years, will see PUMA become the Foxes' Official Sportswear & Technical Kit Sponsor, supplying team kit, replica kit and training wear, starting with the 2012/13 season.
Leicester City joins the likes of Newcastle United and newly-promoted Reading among PUMA's UK-based partners.
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The Foxes' brand new 2012/13 kits, the first to be designed under the new partnership, will be revealed during the summer months.
Leicester City Chief Executive Officer Susan Whelan said: "It is with great pride that we announce our fantastic new partnership with PUMA, whose reputation as an industry leader strengthens every item bearing their world-famous brand.
"Worn with pride by players and supporters alike, our first team kits are one of the biggest parts of our identity as a Football Club, so to have a renowned partner like PUMA alongside us in their development is a hugely exciting prospect.
"This news will generate a lot of anticipation among our supporters, who can look forward to seeing an excellent PUMA range in the City Fanstore from the end of July."
Roger Harrison, PUMA UK Marketing Director comments: "We are really pleased to be working with Leicester City and its fans. We are confident that through this partnership we will not only increase exposure of PUMA but also deliver a strong service to the club, team and supporters. This agreement underlines our strong commitment to expand our position in the global football market."
The relationship between brand and Club will be managed and delivered by Genesis Sports. Genesis Sports Sales Director, Russell Thomas said: "As the brand's exclusive licensee for PUMA Pro Teamsports, Genesis is delighted to be working with Leicester City going forward to deliver the full range of Technical Kit and training wear for both players and supporters."