Sportswear giant PUMA has officially extended its long-standing partnership with Borussia Dortmund (BVB), reinforcing a collaboration that has shaped both brand and club identities since the 2012/13 season. The renewed agreement ensures that PUMA will continue as official kit supplier for BVB’s men’s, women’s, and youth teams, and will produce a range of replica kits and fanwear for the club’s global fanbase.
The extension comes amid a strong period for the Bundesliga club, which recently reached the UEFA Champions League final in the 2023/24 season and currently competes in the FIFA Club World Cup, where it has advanced to the round of 16.
PUMA and BVB’s relationship has delivered multiple highlights over the past decade, including DFB Cup victories in 2016/17 and 2020/21, and a strong showing in European competitions. The partnership also mirrors the passion of Dortmund’s fans, particularly the famed “Yellow Wall” — Europe’s largest terrace stand — which contributes to the club’s average home attendance of over 80,000 at Signal Iduna Park.
“By extending our long-term partnership with BVB ahead of schedule, we are showing how deeply committed we are to the club and its values,” said Matthias Bäumer, Chief Commercial Officer at PUMA. “Season after season, we are inspired by the club’s incredible fan culture and their dynamic style of play.”
Borussia Dortmund’s Managing Director, Carsten Cramer, echoed the sentiment: “Our partnership with PUMA has worked so well because our views of the sport and our values are so closely aligned. What we have achieved together so far could not have been done with any other partner.”
With the extension, PUMA not only retains a high-profile club in its football portfolio but also strengthens its presence in global football culture. The new deal will see continued innovation in BVB kits, inspired by the club’s fast-paced, attacking football and its global community of fans.
The move cements one of football’s most successful commercial and sporting collaborations — a union of bold design, shared values, and enduring loyalty on and off the pitch.
