January 6 – The ink now appears to be drying on the new Puma deal with Dutch club PSV Eindhoven that will begin with the 2020-21 season and sees the German sportswear giant take over from Umbro as the club’s kit supplier.
The five-year agreement is reported in the Dutch press to be worth between €40-50 million, three times more than the current Umbro deal.
Umbro replaced Nike in 2017 in a €15 million per year deal and is understood to have had until January 1 to submit a counter proposal to Puma’s offer..
PSV will be Puma’s second kit sponsorship in the Eredvisie having signed a four-year deal with FC Groningen in 2017. The club recently signed a 10-year deal with Manchester City in the Premier League and Valencia in LaLiga.
PSV currently sit third in the Eredivisie, ten points behind first-placed Ajax. Adidas have been Ajax’s kit partner since 2000.
The Puma money will mark a significant sponsorship increase for PSV whose current commercial deals deliver about €30 million annually, according to Dutch paper Eindhovens Dagblad.
BrainPort Eindhoven (promotional body marketing Eindhoven as a technology centre) is the club’s main shirt sponsor, with long term sponsor Phillips on the club’s sleeve.
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