Borussia Dortmund net ‘€400m’ kit deal extension with Puma

Bundesliga soccer club Borussia Dortmund have extended their kit manufacturing and sponsorship deal with Puma, increasing the value of the contract in the process

Contract:

• Puma to continue outfitting Dortmund’s men’s, women’s and youth teams
• Apparel brand will also produce replica shirts and other fan merchandise
• Kicker reports the new agreement to run until 2034 and to be worth between €350 million (US$412 million) and €400 million (US$481 million) in total

Context:

Dortmund hace partnered with Puma since the 2012/13 season when the company replaced Kappa as their kit manufacturer. As well as being a club sponsor, Puma also holds a 5.32 per cent stake in the team.

The partnership’s last renewal in 2019 was reportedly worth around €250 million (US$294 million), according to Kicker. The new deal marks an uplift of at least €100 million (US$118 million) in revenue for the Bundesliga outfit, who secured a jersey sponsorship deal with Vodafone last month reportedly worth €30 million (US$35 million) annually.

Comment:

“Our partnership with Puma has worked so well because we share the same football mindset and our values are so closely aligned,” says Carsten Cramer, managing director of Borussia Dortmund. “What we have achieved together so far would not have been possible with any other partner, and we are delighted to continue on this path in the coming seasons.”

Credit: https://www.sportspro.com/news/borussia-dortmund-puma-kit-sponsor-extension-july-2025/