Serie A has announced a new long-term partnership with the sportswear giant, Puma. Following this deal, the German-based company will serve as the league’s official technical partner beginning with the 2022/23 season.
The sports company will also be the official match ball provider for all games in the Serie A, Primavera 1 competitions, Coppa Italia, Supercoppa, and eSerie A tournaments as a result of the collaboration.
The new partnership, which is focusing more on performance, innovation, and culture, enhances Puma’s existing LaLiga collaboration while also increasing Puma’s branding visibility on the pitch.
Lega Serie A CEO, Luigi De Siervo, commented, “We are extremely proud to announce this new partnership. The link with a brand of international recognition such as Puma demonstrates the importance and reputation of Lega Serie A at a global level and offers a greater level of visibility for our brand.
“By choosing Puma we will guarantee both the highest technical standards for all our competitions and a style in line with the fashion trends of the young generations. This agreement also guarantees continuity in the centralised marketing operations of the Lega Serie A and confirms the willingness of the Clubs to work together for the enhancement of our product.”
Manolo Schuermann, Head of Sports Marketing Teamsport, said, “Puma is very proud to partner with Lega Serie A and we look forward to many exciting football seasons together. The partnership gives PUMA the platform to promote the brand in one of the world’s elite football leagues and will be rooted in collaboration and ambition. This mindset will allow us to produce a great product, storytelling and commercial campaigns. We have always been deeply rooted in Italian football and now look forward to creating another legacy together with Lega Serie A.”
Recently, Serie A also expanded its YouTube broadcast deal for the Middle East and North Africa (MENA) region. This agreement promises to include all matches until the end of the current season.
For users in the MENA region, all ten weekly Serie A matches will be streamed on YouTube. Nine matches will be streamed live from the league’s broadcast centre in Lissone, with one per week containing a local commentary team based in Riyad, Saudi Arabia. Serie A will also produce a pre and post-match Arabic studio show at the stadium for one match per game week.