Puma enters long-term partnership with New Zealand Football

Global sportswear powerhouse Puma has announced a collaboration with New Zealand Football as the latest kit partner for its national teams in a long-term agreement.

Puma will take charge of designing and producing both home and away kits, along with training wear, for all 10 of New Zealand’s national football teams. This comprehensive deal covers men’s and women’s teams – the All Whites and Football Ferns – as well as all youth categories down to under-17s, extending the partnership to also include New Zealand football’s national esports team and the men’s and women’s futsal teams.

The partnership is set to kick off during the February 2024 international team break, where New Zealand’s men’s team is scheduled to play two matches against yet-to-be-announced opponents. Looking ahead to 2024, New Zealand is gearing up to represent the nation at the Paris Olympics and the Men’s Futsal World Cup.

“We are thrilled to be able to continue the growth of the beautiful game in the Oceania region,” Johan Adamsson, Global Director of Sports Marketing & Licensed Products at Puma.

“We are excited by the ambition of NZF and look forward to pursuing success on the international stage together.”

Andrew Pragnell, Chief Executive of the New Zealand Football governing body, added, “This is an exciting new partnership that will take our national teams and New Zealand Football to the next level. Football is the biggest participation sport in the country and this partnership will give it the support it deserves to continue that amazing growth.”

Puma’s move includes the conclusion of partnerships with the national football teams of Serbia and Israel, citing a change in strategy. The New Zealand partnership marks the first of two announcements as part of Puma’s strategic shift, with the second set to be a high-profile ‘statement’ team. Puma’s internal strategy shift focuses on prioritising quality over quantity in its sponsorship portfolio.