PUMA wants to conquer the Bundesliga

The promotions of St. Pauli and Holstein Kiel were pleasant surprises, two clubs with very different sporting histories but united by a common sponsor: PUMA. The German brand has created the jerseys for Kiel's first and historic promotion and from next season will also be the kit supplier for St. Pauli, designing the iconic brown jersey for the team from Hamburg. The two newly promoted teams will thus be added to four other Bundesliga clubs, making PUMA the most present technical sponsor in the top German league, confirming the growth path started in recent years. Obviously, the most important team in the group remains Borussia Dortmund, which will soon face Real Madrid in the Champions League final, and has had a relationship with PUMA for over a decade now, giving us already iconic jerseys.

More recent is the acquisition of Red Bull Leipzig, which will switch from Nike to the German brand, confirming the intention to move away from the Swoosh in relation to the Red Bull project, and Heidenheim, which signed with PUMA in the year of its promotion to the Bundesliga. Completing the group is the other Borussia, Mönchengladbach, sponsored since 2018. It has been since the 1990/91 season that PUMA has not dominated the ranking of technical sponsors in the home league, which has recently been the prerogative of Nike and adidas. Instead, the brand founded by Rudolf Dassler has reversed the trend, taking advantage of the natural decline of its competitors, and signing many teams that are both of great sporting value and perceived value. The case of St. Pauli sets an example, with the club giving up making their own jerseys to rely on PUMA, but also the excellent work done for Borussia Dortmund, strengthening one of the most recognizable aesthetics in European football through remarkable branding work and successful experiments such as the blackout jerseys.