March 10 – It is all change among the big kit and equipment suppliers in Italy. Adidas is to take over from Puma as the Italian federation’s kit supplier from January 2023. Last week Puma took over from Nike to become the official match ball of Serie A from the start of the 2022/23 season.
The new four-year deal is reportedly worth €35 million, up from the €20 million that Puma was paying for the Italian in its previous eight-year agreement.
Puma first started working with the Italian Football Federation (FIGC) in 2003. The partnership will end with the 2022 World Cup but Italy still have to qualify. They have a play-off this month against North Macedonia and if they win that will meet either Turkey or Portugal in a winner-takes-all final tie.
Under the new deal Puma will supply the Italian men’s, women’s and youth teams, as well as futsal, beach soccer and esports squads.
FIGC president Gabriele Gravina said: “This collaboration represents a fundamental step in the growth path of our commercial appeal and strengthens the development process of our brand both in Italy and abroad. The passion and enthusiasm that we have found in Adidas are the same that the Italian Federation deepens every day in promoting all the Italian national teams and Italian football, at every level.”
Adidas has a strong portfolio of national teams, supplying kit for Germany, Argentina and Belgium.
Kasper Rørsted, chief executive of Adidas, added: “We are thrilled that one of the most successful national teams joins our portfolio of international federations, alongside other giants such as the DFB, the RFEF, the AFA (Argentina) and the RBFA (Belgium) and we can’t wait to achieve great goals together.”
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