In a major move that underscores the power of long-term brand alignment in football, Borussia Dortmund have officially extended their partnership with global sportswear giant Puma. The two parties, who first joined forces during the 2012/13 season, will now continue their collaboration until at least 2034.
According to German outlet Bild, the renewed deal is valued at around €400 million, representing one of the most lucrative kit deals in European football.
The agreement will see Puma remain the official kit supplier for all of Dortmund’s teams — spanning men’s, women’s, and youth squads — further embedding the brand across every layer of the club’s identity.
A Strategic Fit Beyond the Shirt
Borussia Dortmund Chairman Hans-Joachim Watzke called the extension “a long-established, successful partnership,” while also thanking key figures from both organisations for securing what he described as “an excellent outcome for both sides.”
Echoing this sentiment, club Managing Director Carsten Cramer emphasised the deeper alignment that goes beyond performance wear.
“Our partnership with Puma has worked so well because we share the same approach to football and our values are strongly aligned,” said Cramer. “What we’ve achieved together so far would not have been possible with any other partner.”
This isn’t just a sponsorship; it’s a cultural synergy — one that reflects shared values of authenticity, energy, and fan-first thinking.
What This Means for the Industry
This extension marks a key case study in the future of kit partnerships — especially in an era where clubs are exploring DTC merchandising, creator-led launches, and immersive fan experiences.
Key Learnings for Rights Holders & Brands:
- Longevity wins: 20+ year deals are rare, but show the value of consistency over flash-in-the-pan exposure.
- Cultural resonance matters: Puma and BVB co-created an identity around bold football, youth culture, and streetwear crossovers — a perfect fit.
- Value isn’t just monetary: While €400M is headline-worthy, the real ROI is emotional equity, brand loyalty, and cultural integration across global markets.
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