Italian National Football Team Ditch Puma For Adidas

The Italian Football Federation (Federazione Italiana Giuoco Calcio – FIGC) has announced a deal with global sportswear giant Adidas, for a reported £35 million (AUD$52.4 million) annual fee from 2023-2027.

The partnership, which will start in 2023 at the conclusion of the 2022 FIFA World Cup, sees Adidas replace Puma as the official kit supplier for the FIGC’s Men’s, Women’s, Futsal, Beach Soccer and Esports teams.

Puma began supplying the team’s kits in 2008,  but featured on the Italian jerseys from 2003 throughout some of the biggest achievements in the team’s history, including the 2006 FIFA World Cup in Germany win.

In a report published by Reuters, the current Puma deal is worth around £20 million (AUD$29.9 million) annually, with the deal to expire immediately following the upcoming 2022 FIFA World Cup in Qatar.

According to Reuters, Puma ‘did not want to overpay’ to extend its current deal.

FIGC president, Gabriele Gravina, said: “This collaboration represents a vital step in terms of the growth of our commercial appeal, while it will also strengthen the development process of our brand both in Italy and abroad.”

“The passion and enthusiasm that we have observed from adidas are matched in equal measure by the FIGC in its work to develop all of the National Teams and Italian football at every level, ” he said.

Adidas CEO, Kasper Rørsted, said the partnership highlights the growth of the brand’s international football portfolio, which now includes national teams such as Germany, Spain, Argentina, and Belgium.

“We’re incredibly proud to announce this long-term partnership with the Federazione Italiana Giuoco Calcio…,” Rørsted said.

“We look forward to achieving great things together,” he said.