Portugal Ends 27-Year Nike Partnership by Signing Puma Kit Deal

Puma has officially secured a partnership with Portugal’s national football teams, marking a significant shift in the global football apparel landscape. Starting in 2025, Puma will take over from Nike as the exclusive supplier of kits for Portugal, including all men’s, women’s, and youth national teams. This move reflects Puma’s strategy to strengthen its presence in the international football market.

The deal positions Puma as a serious player in the competitive market for football sponsorships, aligns with its broader ambitions to rival major competitors like Nike and Adidas in global football. Portugal joins a roster of high-profile national teams under Puma’s portfolio, including Italy and Senegal, underscoring the brand’s ability to secure partnerships with football powerhouses across multiple continents.

This partnership not only expands Puma’s reach but also provides the Portuguese Football Federation (FPF) with an opportunity to explore fresh marketing strategies, leveraging Puma’s expertise in creating innovative campaigns around player and team performance.

Puma CEO Arne Freundt said “Associating with a top national team was one of our priorities in soccer and I am very excited to have a team as popular as Portugal in the PUMA Family. Given the large number of Selecao fans around the world and the great potential of the new generation of players, we are looking forward to the next major tournaments, such as the 2026 World Cup.”

For Nike, the conclusion of its long-term partnership with Portugal signals the end of a relationship that spanned two decades. Ronaldo, one of Nike’s most recognised athletes, has been signed with the brand since 2003. In 2016, he renewed his partnership with Nike in a lucrative deal reportedly worth €24 million (£20 million; $27 million) per year. With the 39-year-old still playing a pivotal role in Portuguese football and his deep association with Nike, it is yet to be seen how this change will influence his relationship with both the brand and the national team under Puma’s sponsorship.

Join the free Ministry of Sport newsletter or become a MoS Member for all the latest news in sports business.