PUMA Secures Partnership with Handball Giant VfL Gummersbach

Global sports company PUMA has signed a long-term agreement with VfL Gummersbach, one of the most decorated clubs in the history of the sport.

Starting from the 2026/27 season, PUMA will become the official outfitter for the entire organisation, including the Bundesliga professional squad, the handball academy, and administrative staff.

The partnership also includes a significant leadership component, with PUMA CEO Arthur Hoeld joining the club’s Advisory Board (Wirtschaftsrat).

In this role, Hoeld will provide guidance, contributing his international business network and commercial expertise to help elevate the club’s global profile.

Strategic Alignment and Regional Growth

The deal represents a homecoming of sorts for both entities, with PUMA based in Herzogenaurach and VfL Gummersbach holding a legendary status in German sports. \

The club currently sits 5th in the Handball-Bundesliga (HBL) standings for the 2025/26 season, firmly in contention for European qualification with 35 points from 24 matches.

Commenting on the partnership, PUMA CEO, Arthur Hoeld, said: “VfL Gummersbach is one of the biggest names in European handball. PUMA and VfL both stand for tradition, history, and success in sports.”

“Handball is a core Olympic sport with enormous potential. This long-term partnership underscores our commitment to top-level performance,” Hoeld said.

Driving a New Era of “Handball Entertainment”

For VfL Gummersbach, the partnership is described by Managing Director Christoph Schindler as a “milestone” and a potential “gamechanger.” The collaboration aims to:

• Modernise Merchandising: A comprehensive overhaul of the club’s retail and lifestyle offerings.
• Community Building: Leveraging PUMA’s global marketing engine to reach younger demographics and expand the “VfL community.”
• High-Performance Innovation: Integrating PUMA’s latest footwear technologies, such as the NITRO™ foam series, into the team’s professional setup.

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