Italy sacks new shirt sponsor and ends two-decade partnership with Puma

Italy will have a new technical sponsor from 2023, bidding farewell to a 20-year shirt partnership with Puma. The two-decade relationship with the German brand will come to an end by December 2022, as confirmed by the Italian Football Federation, FIGC.

However, the European champions will still be sponsored for the 2022 FIFA World Cup by Puma, should they qualify from their two play-off matches against North Macedonia and Portugal/Turkey.

It will be Adidas producing kits for the entire Italy squad from 2023 – from the senior team to the plethora of youth teams in the national ranks. In fact, even women’s and eSports teams will be sponsored by Adidas.

Speaking of which, FIGC President Gabriel Gravina was pleased to announce the partnership.

He said: “The announcement of the partnership with adidas is a source of pride for the FIGC. This collaboration represents a fundamental step in the way of increasing our commercial attractiveness and reinforces the process of developing our brand both in Italy and abroad. (via FCInter1908)

Puma has been billed around 19 million euros net per year, but the new deal with the other German sportswear giant will net almost double that figure, as La Repubblica previously claimed, although no details official regarding the exact sponsorship fee has been revealed. Reports say he could be worth between €25m and €35m for the duration of the deal per year.

CEO Kasper Rorsted declined to comment on the exact numbers Adidas will be parting with for the sponsorship deal.

“We are extremely proud to announce this long-term partnership with the Italian Football Federation. We are delighted to have one of the most successful national teams join our portfolio of international federations, alongside other giants such as the DFB (Germany), RFEF (Spain), AFA (Argentina) and RBFA (Belgium) and we can ‘Don’t wait to achieve big goals together,’ the executive said.

Italy was sponsored four years ago by Adidas, between 1974 and 1978, when greats such as Dino Zoff, Gianni Rivera and Sandro Mazzola donned the Azzuri Jersey.

Surprisingly, Adidas was the first technical sponsor of the national team as previous kits were all without “partners” as such. The nation will now see the three stripes take over national team shirts for the next few years, starting in 2023.


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