German sportswear giant Puma has struck a four-year kit supply deal with Deportivo Alaves, of Spanish soccer’s second-tier LaLiga2, that also includes fellow Alaves basketball team Baskonia.
The agreement, which runs through the 2025-26 season, sees Puma become a technical sponsor of both clubs, equipping a total of 340 players including both club’s first and youth teams.
Puma takes over from sportswear brand Kelme after its contract was terminated by Deportivo early.
Kelme was first announced as Deportivo’s kit sponsor in 2017 with a seven-year contract worth €2.5 million per year until the end of the 2023-24 season. However, the pair mutually decided to end the contract earlier this year.
Javier Ortega, Puma general manager of Southern Europe, said: “This agreement is born as a long-term alliance with two historic clubs that maintain a strong bond with their fans and that represent, both in soccer and basketball, a shared culture with Puma based on effort, the importance of teamwork and the desire to excel every day.”
Haritz Kerejeta, chief executive of the Baskona-Alaves Group, said: “Joining our clubs to a brand like Puma confirms that both Baskonia and Alaves are an excellent showcase at national and international levels.”
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Deportivo Alaves has played six years in LaLiga, their longest ever stay in the top-tier, but were relegated to the second division at the end of the 2021-22 season following a defeat by Levante.
The deal strengthens Puma’s presence in LaLiga with Deportivo Alaves joining fellow LaLiga clubs Valencia CF, Girona FC, and US Almeria wearing Puma kits next season. The German sportswear giant is also a technical ball partner of LaLiga.
It also has kit partnerships with English soccer club Manchester City, Germany’s Borussia Dortmund, France’s Olympique de Marseille, and Italy’s AC Milan.
National soccer teams that are supplied by Puma include Italy, the Czech Republic, Switzerland, Uruguay, Paraguay, Egypt, Ivory Coast, and Ghana.