PUMA has announced a major long-term partnership with the Portuguese Football Federation (FPF), marking the end of Portugal’s 27-year relationship with Nike. The agreement, which will begin on January 1, 2025, represents a significant shift in sportswear allegiance for one of Europe’s leading football nations.
The German sportswear giant will outfit Portugal’s entire sports portfolio, including men’s and women’s teams, futsal, beach soccer and e-sports. This strategic move further strengthens PUMA’s impressive list of partnerships, which already includes prominent clubs such as Manchester City, Milan and Borussia Dortmund, as well as national teams such as Morocco, Switzerland and Paraguay.
PUMA CEO Arne Freundt expressed his excitement: “Partnering with a top national team has been one of our priorities in football and I am very excited to have a team as popular as Portugal in the PUMA family.” Given the huge 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.
The partnership is particularly significant given PUMA’s historic association with Portuguese football legend Eusebio. In the 1960s, the brand created its famous PUMA King boots specifically for the forward, who won the Golden Boot at the 1966 World Cup.
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FPF President Fernando Gomes highlighted the federation’s perspective: “We were very excited about the way PUMA interacts with fans and tells the story of each team it represents. We are keen to develop an interesting range of products to satisfy our huge fan base and supporters around the world.“
Questions remain about the impact on Cristiano Ronaldo, Portugal’s record appearances and goals scorer, who has had a lucrative €24 million annual contract with Nike since 2003. The superstar previously stated: “I have an excellent relationship with this brand, I have great friends here and we work as a family. This is my brand.“
The partnership will debut when Portugal play Denmark in the quarterfinals of the Nations League in March 2025, with new product designs to be released in early 2025.
© Photo: PUMA
