Puma has signed a long-term deal to become the official technical sponsor of Valencia CF, the Spanish football club, for about €4 million a year. Puma will also be producing performance and fashion products for fans. The deal takes effect with the 2019/20 season. Puma previously supplied Valencia's game jerseys for the 1990-1993 seasons and has similar deals at present with Manchester City and its sister clubs. With Valencia, the company is replacing Adidas, whose five-year deal has come to term.

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