A Bold New Chapter in Sports
Sportswear giant PUMA has officially signed a landmark long-term agreement with the Portuguese Football Federation (FPF), marking a significant step forward in the brand’s football ambitions. Starting in 2025, PUMA will serve as the official kit provider for all FPF teams, including the male, female, and youth squads, as well as futsal, beach football, and E-Sports teams.
This exciting collaboration combines the rich football heritage of Portugal with PUMA’s innovative approach to sportswear, promising a future of dynamic designs and impactful storytelling.
Portugal’s Global Football Legacy
Portugal, a nation with a deep footballing tradition, is internationally renowned for its thrilling and artistic style of play. As the 2016 European Champions and 2018/19 Nations League winners, Portugal has captivated fans across the globe. Their charismatic approach to the game has garnered the FPF the largest social media following of any national football federation worldwide, making them a perfect partner for PUMA’s vision of global engagement.
“Securing a partnership with a leading national team has been a key goal for us in football,” stated PUMA CEO Arne Freundt. “We are delighted to have Portugal join the PUMA family. We’re thrilled to welcome Portugal to the PUMA Family. With their immense global fanbase and the potential of their next generation of players, we’re excited for future tournaments, particularly the 2026 World Cup.
A Partnership Rooted in Heritage
This new partnership between PUMA and Portugal builds on a historic connection. In the 1960s, PUMA partnered with football legend Eusébio, affectionately known as “O Rei” (“The King”). Eusébio’s stellar performance in the 1966 World Cup, where he was the tournament’s top scorer, remains a proud moment in football history. He wore the iconic PUMA KING boots, forever linking the brand with Portuguese football greatness.
Through this partnership, PUMA will honour the legacy of players like Eusébio while creating innovative kits that reflect the team’s present-day aspirations.
Collaboration and Creativity
Fernando Gomes, President of the Portuguese Football Federation, highlighted the mutual vision driving this partnership: “We were attracted to PUMA for their exceptional way of connecting with fans and telling the unique story of each team they collaborate with. This partnership gives us the opportunity to create exciting products that will resonate with our fans around the world.”
Fans can look forward to PUMA unveiling its creative vision for the partnership in 2025, introducing cutting-edge designs that reflect both the culture and passion of Portuguese football. The collaboration is set to redefine how fans connect with their favourite teams.
Beyond the Game
More than just a partnership, this collaboration aims to inspire football fans and players globally. PUMA’s commitment to innovation, paired with Portugal’s legendary reputation, sets the stage for groundbreaking initiatives that celebrate the essence of the sport.
By fusing Portugal’s football legacy with PUMA’s forward-thinking designs, the partnership promises to amplify Portugal’s presence on the world stage, creating opportunities to showcase its talent in the upcoming 2026 World Cup and beyond.
A Winning Combination
This alliance signifies a bold step for both PUMA and the Portuguese Football Federation. Together, they will blend history, innovation, and creativity to deliver unparalleled experiences for fans.
The world will be watching as PUMA and Portugal redefine excellence in football.
