Puma has extended its 12-year-old partnership with the Italian Footwear Federation (FIGC) for an unspecified number years into the next decade. The new contract, which is reportedly going to cost about €4.9 million a year, calls for increased marketing rights, while retaining the exclusive master license to actively manage FIGC's entire global licensing portfolio. The two partners will work together on a number of projects to raise the image of the Italian national football team and it commercial value on a global level. They will share marketing investments on new FIGC programs in the areas of youth development, women's football, countering racism and the internationalization of the FIGC brand.

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