Borussia Dortmund and Puma have reached a new agreement on a long-term partnership until 30/06/2028, which will replace the old one that ends in 2020, currently worth 10 million euros a year.
According to several media outlets, the club will now receive up to 30 million euros a year until 2028.
For BVB, the continuation of the existing cooperation between the two companies is a milestone on the path to establishing itself among the leading clubs in the Bundesliga and the top 15 in Europe in the long term.
The cooperation between the club with the highest attendances in European football and sports company PUMA was launched seven years ago. BVB wore jerseys bearing the PUMA logo in the 2013 Champions League final in London and the triumphant 2017 DFB Cup final at the Olympiastadion in Berlin.
“For many years PUMA has been more than a supplier and a sponsor for BVB; it has been a heavyweight in the shareholder structure of our club too. This shows the enormous identification of PUMA and its staff across the world. Our partnership has grown and extends far beyond the boundaries of a normal business relationship. We would like to add another chapter to our joint success story in the coming years,” said the BVB chief executive officer Hans-Joachim Watzke.
Under the leadership of the former professional footballer Bjørn Gulden, PUMA has demonstrated a remarkable intuition for trends, continues to grow at a fast pace and is regarded as one of the most popular employers in Germany. “BVB,” says PUMA CEO Gulden, “is one of our most important partners. We love the fans of this club and the atmosphere they create at Signal Iduna Park on a regular basis. It is quite possibly the best stadium atmosphere in the whole world.”
Borussia Dortmund’s managing director Carsten Cramer, who conducted the contract negotiations with PUMA on behalf of BVB, praised “the confidential and friendly nature of the talks between the parties”, adding that “it was almost a logical choice that we’d continue working together in the future”. Cramer continued: “Borussia Dortmund and PUMA share the same philosophy of intensive football and an emotional fan experience. PUMA is one of the most creative and dynamic sporting goods brands on the planet and yet it has retained a family feel. We’re proud that two companies with such a positive energy will continue to bounce off each other going forward.”