Borussia Dortmund Net ‘€400m’ Kit Deal Extension with Puma

In a development for the Bundesliga soccer landscape, Borussia Dortmund has extended its long-standing partnership with apparel giant Puma.

This revised agreement not only boosts the financial commitment but also ensures that Puma will continue to be the official outfitter for Dortmund’s men’s, women’s, and youth teams.

Commenting on the partnership, managing director of Borussia Dortmund, Carsten Cramer, said: “Our partnership with Puma has worked so well because we share the same football mindset and our values are so closely aligned.”

“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,” Cramer said.

According to reports from Kicker, the new deal is set to run until 2034, with a total estimated value ranging from €350 million (approximately AUD 600 million) to €400 million (around AUD 690 million).

In addition to team kits, Puma will also manufacture replica shirts and other merchandise aimed at fans, further solidifying their presence in the marketplace.

Borussia Dortmund has enjoyed a fruitful relationship with Puma since the 2012/13 season, when the brand replaced Kappa as the club’s kit manufacturer.

Furthermore, Puma has held a minority stake of 5.32 per cent in the club, reinforcing their commitment beyond mere sponsorship.

The previous extension of the partnership in 2019 was approximately valued at €250 million (around AUD 445 million), indicating a significant uplift of at least €100 million (about AUD 178 million) in revenue with this latest agreement.

It’s important to note that the Bundesliga club recently secured an additional jersey sponsorship deal with Vodafone, reportedly worth €30 million (approximately AUD 53 million) annually, contributing to their growing financial strength.

As Borussia Dortmund prepares for its future with Puma, stakeholders within the sports industry will be keenly observing how this enhanced financial backing translates into performance on the pitch and brand engagement off it. 

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.