Puma can't stop signing new sponsorship deals, although the fast-growing company's management has repeatedly indicated that the budget has remained stable as a percentage of sales. One of latest rumors, spread by Footy Headlines, is that the Wild Cat is in line to take the place of Umbro as the sponsor of the Dutch PSV Einhoven club. The five-year deal would kick off with the 2020/21 season. Meanwhile, Puma France has put out a press release noting that, as in the previous season, it will be the most widely represented brand in the French first-division football tournament during the current season as the official sponsor of five top teams. The effort is accompanied by a granular communication campaign at the local level.

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