RB Leipzig confirm long-term deal with Puma

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Image credit: Vitalii Vitleo / Shutterstock.com

RB Leipzig has locked in a 10-year partnership with Puma to be the Club’s kit supplier from July 1, 2024 – with players wearing Puma kits from the 2024-25 season.

In addition to supplying kits to the different teams, Puma also secured wide ranging rights for sponsorship, merchandising, match day advertising in the Red Bull Arena and the RB Leipzig Football Academy, as well as digital activations, Puma will also equip RB Leipzig’s esports team.

This is set to be a massive upgrade for the club financially with the decade-long deal set to earn the club up to $250.21m (€150m) during the span of their contract.

That new deal is undoubtedly an upgrade from their previous contract with Nike which only earned them $100.1m (€60m) after 10 years.

Leipzig signed with Nike in 2014 and previous reports suggested that they were searching for a new kit supplier and a better contract. The German club has opted to join other top teams like Borussia Dortmund, AC Milan, and Manchester City in collaborating with Puma.

Puma CEO Arne Freundt discussed the future of the deal.

“The Red Bulls of RB Leipzig have made a name for themselves in a very short time, not just in Germany but also internationally. We are looking forward to many fantastic football moments and are excited to join the club on this successful journey in the coming years,” he said in a statement.

RB Leipzig Managing Director Johann Plenge mentioned the forward progression the club hopes to make with this partnership.

“We are glad that we have secured a long-term partnership with such a well-known company. For RB Leipzig, the partnership with PUMA is another big and important step in the development of the club,” Plenge added via press release.

“Not only will we benefit from PUMA’s first-class knowledge and equip our teams for the biggest possible success, but we will also work on different projects together and push innovation in football. PUMA is young, dynamic and fast, which matches perfectly with our values as a club and our RB-Leipzig DNA.”

This partnership is a great financial leap forward from RB Leipzig and Puma also get to add another successful football club to their already impressive portfolio.

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Bordeaux face uncertain future after American investor withdrawal

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Girondins de Bordeaux face their biggest crisis yet after their exclusion from France’s national competitions was upheld and proposed investor Park Bench walked away from a takeover. The club is on the brink of liquidation after poor financial management and failed ownership takeovers. The Paris Administrative Court rejected Bordeaux’s appeal in August. The court backed the decision that prevents the club from playing in national competitions for the 2026-27 season. Bordeaux will therefore this season remain in Régional 1, the sixth tier of French football.

The ruling followed a financial dispute with French football’s financial regulator, the DNCG. Bordeaux had presented additional financial guarantees after its previous hearing. The court ruled that those commitments could not be considered as part of that procedure.

The decision has now had a major impact on the club’s ownership plans. Park Bench, the US investment group working with Sparta Capital, has withdrawn from its proposed takeover. The group said its offer depended on Bordeaux remaining in the national championships. With that condition no longer possible, Park Bench decided not to proceed.

The withdrawal leaves Bordeaux in a difficult position. The club had hoped new investment would provide financial stability and help rebuild its sporting operation. Instead, the failure of the takeover leaves the future of the six-time French champions uncertain. Bordeaux has already endured several years of financial problems. The club lost its professional status in 2024 after bankruptcy proceedings and a previous administrative relegation. It then rebuilt its senior team in the second and third tiers of French football.

The latest exclusion represents another major setback. Bordeaux now needs to find a way to keep the club operating outside the national leagues. That means securing funding, meeting its financial obligations and establishing a sustainable ownership structure. The threat of judicial liquidation now hangs over the club.

In a statement issued in late August, Bordeaux said it would explore every remaining legal option after the administrative court ruling. But with Park Bench no longer backing the proposed takeover, the club has fewer options available.

The next priority will be survival. Bordeaux must find new financial backing or another solution to protect the club from liquidation. For one of France’s most historic and successful clubs, the immediate target is no longer a return to Ligue 1. It is simply making sure there is a club left to climb back.

Liverpool announces Turkish Airlines as new main club partner

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Liverpool new stand

Liverpool FC has announced Turkish Airlines as its new Main Club Partner and front-of-shirt sponsor from the start of the 2027/28 season.

This announcement brings an end to the club’s 17-year relationship with Standard Chartered as its principal shirt sponsor.

The five-year agreement will see Turkish Airlines feature on the front of the men’s, women’s and academy team shirts from June 2027. Standard Chartered will still remain involved with the club as a Global Partner.

Financial terms have not been disclosed by Liverpool, although reports suggest the deal is worth more than $563 million across its duration, making it one of the most valuable shirt sponsorship agreements in Premier League history.

The partnership further strengthens Liverpool’s commercial portfolio at a time when leading clubs are continuing to secure record sponsorship revenues.

The agreement also reflects Turkish Airlines’ growing investment in world football, with the company already an official partner of the UEFA Champions League and sponsor of several clubs and the Turkish national team.

For Liverpool, the sponsorship represents more than a change of partners. It is only the third front-of-shirt sponsor the club has had in the Premier League era, following long-term partnerships with Carlsberg and Standard Chartered.

The move continues the club’s strategy of securing long-term commercial relationships with globally recognised brands while expanding its international reach.

The announcement comes as Liverpool continues to post record commercial revenues and reinforces the increasing value of elite football sponsorship.

With the front-of-shirt sponsor remaining one of the most sought-after assets in world sport, the agreement highlights the continued demand from multinational brands seeking exposure through football’s global audience.

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