PUMA has established a long-term partnership with the Federação Portuguesa de Futebol (Portuguese Football Federation), covering all national football teams and programs starting in 2025. The agreement encompasses men's, women's, youth, futsal, beach football, and E-Sports teams.
The collaboration marks a strategic return to a historic relationship. In the 1960s, PUMA previously worked with legendary Portuguese footballer Eusébio, creating the iconic KING football boot that became synonymous with his playing era.
Fernando Gomes, President of the Portuguese Football Federation, highlighted the partnership's appeal: "PUMA's approach to engaging with fans and capturing each team's unique narrative made them an attractive partner. We look forward to developing a product range that resonates with our global fanbase".
PUMA's CEO Arne Freundt emphasized the strategic importance of the sponsorship: "Securing a high-profile national team was a key priority in our football strategy. The Portuguese national team offers significant global reach and immense potential with its emerging generation of players".
The first glimpse of the partnership's creative direction and new product designs will be revealed in early 2025. This sponsorship positions PUMA alongside Portugal's internationally recognized national football program, which has consistently performed at top-tier international tournaments.
The agreement covers kit design, training equipment, and official merchandise for all Portuguese national football teams, representing a comprehensive and long-term commitment between PUMA and the Portuguese Football Federation.