The partnership between players and sports brands is sort of a give-and-take relationship. The sports brands provide them with the necessary and required sportswear whereas the sportspersons publicise these products and increase their sales. Many brands are associated with some of the world's biggest athletes and here's a list of sports brands of biggest football clubs.

PUMA

Puma is one of the world's leading athletic, casual footwear, apparel, and accessories brands. The German multinational corporation is in partnership with some of the world's leading football clubs and also provides them with different products even on the biggest platforms.

Till today they have worked with some of the world's biggest celebrities from different fields. Puma works with legendary footballers like Luis Suarez and Neymar. The brand also sponsors Nacho Monreal Diego Godin Sergio Aguero and many other players. Currently, the brand is working with the world's 4 biggest football clubs Manchester City, A.C. Milan, Borussia Dortmund, Valencia CF, and Olympique de Marseille.

Read also: Football jersey numbers: Everything you need to know

NIKE

Some of the top leading footballers who represent Nike are Kylian Mbappe, Kevin de Bryune, Erling Haaland, Bruno Fernandes, and Cristiano Ronaldo. Also, Ronaldo is one of the three players to sign a lifetime contract with the brand.

Among Nike's biggest competitors Puma and Adidas, Nike has the highest global revenue currently. The brand is associated with and sponsors of many globally dominated celebrities in their respective fields and has expanded worldwide. Currently, Nike is working with some of the world's biggest football clubs like Paris Saint-German, FC Barcelona, Liverpool FC, and Chelsea.

ADIDAS

Another Germany-based sports company is Adidas and they are also one of the leading brands in their respective field. In the vast world of football, the company is sponsoring Toni Kroos, Dybala, Mohammed Salah, and the rival to Nike's Cristiano Ronaldo, Lionel Messi.

Also, Messi is one of the only two players to receive personalized boots from the legendary three-stripes brand. The sports company was valued at about 14.3 billion US dollars in 2021 after a recorded decrease from the previous year. Currently, they are working with some of the biggest football clubs in the world like FC Bayern Munich, Real Madrid, Juventus, Arsenal, and Manchester United.

NEW BALANCE

Established in 1906 New Balance are an American sports footwear and apparel brand that entered into this massive world of football without making any extravagant noise but became an impactful and powerful company soon.

At the moment, the sports brand is working with some of the biggest football clubs like FC Porto, A.S. Roma, Athletic Club, and Lille OSC.

PUMA has roped in the Indian Badminton sensation PV Sindhu as its new brand ambassador, partnering in a multi-year deal. 

The German Sports Apparel brand has chosen India as the first country to expand its orbit in the world of sports, marking its official appearance in Badminton. 

Ahead of the announcement, PUMA has executed a pioneering move, changing its brand signage to 'PVMA'  at several official stores in the country for almost a week.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by PUMA India (@pumaindia)

PV Sindhu becomes the new brand ambassador of PUMA 

PV Sindhu is undoubtedly one of the greatest Indian badminton icons of this generation, surging the excitement of the game into millions of fans in India. The two-time Olympic medalist has achieved numerous accolades throughout her career, popularizing the game among Indian sports fanatics.

Sindhu has not only become the first Indian to conquer five badminton world championship medals, but also she has earned noteworthy honours such as the Khel Ratna, Padma Shri, Padma Bhushan, and Arjuna Award.

However, Sindhu's unparalleled achievements have injected interest among the youth, and PUMA has adopted the plan to capitalize on the popularity of the 29-year-old. 

According to the Google-Deloitte Think Sports report from 2024, India has a growing fanbase of Badminton, which stands at nearly 57 million. 

PUMA adopted an unprecedented marketing strategy to draw the interest of Indian sports fans, changing their brand name to 'PVMA' in several stores and many billboards across India for almost a week.

This move left the netizens and fans wondering as some speculated the possibility of onboarding PV Sindhu, whereas the partnership has been made official today. 

Many PUMA stores across India have changed their logo and branding to “PVMA”.
This change can be seen in the Indian website as well.

What’s happening? 👀 🚨 pic.twitter.com/ecPbCe2WzW

— sid (@immasiddx) January 11, 2025

However, The partnership between PUMA and Sindhu will debut at the India Open 2025 in New Delhi. This exciting collaboration will bring a high-performance badminton range soon, featuring specialized footwear, apparel, and accessories. 

Sindhu has expressed her elation regarding this move, stating the following.

I’m excited to join the PUMA family, a brand that shares my belief in the power of sport to inspire. This partnership with PUMA India isn’t just about being part of something bigger—it is an opportunity to connect with those who value pushing boundaries and embracing challenges.

“Badminton has always been a platform for growth and self-discovery for me, and through this collaboration, I hope to encourage others, especially women, to take risks, believe in themselves, and strive for more—both on and off the court,

Karthik Balagopalan, Managing Director of PUMA India, said:

PV Sindhu is a legend and a trailblazer, and we are proud & delighted to welcome her into our PUMA family. She is the most followed badminton athlete in the world. Her extraordinary legacy in Indian sports which includes a lot of historic firsts has not only placed India on the badminton map globally but has also inspired millions, pushed the boundaries, and paved the way for future generations of athletes.

“As we make our first-ever step into badminton, this association will further our goal to increase PUMA’s footprint in the rapidly growing sports landscape in the country, inspiring more youngsters to take up the racquet-sport,

World Athletics has earlier announced that athletes should wear shoes with a uniform 20-millimeter sole thickness limit for all events. This rule will come into action on November 1st, 2024, marking a notable change in the actions of the athletes.

This rule has been induced to welcome fairness in the game. However, this has sparked controversies. While many athletes have accepted it, some are still in dilemmas about the rule.

Well, let's look at how the rule will impact the performance. However, for now, let's look at the present thickness.

Current Shoe Sole Thickness Rules in Athletics

Presently, there is no such uniformity of sole thickness. Thickness normally varies according to the events in which the athletes participate.

Suppose, in events where an athlete will have run more than 800 meters, shoes are allowed to have a sole up to 25 mm. However, when it comes to shorter distances, the maximum thickness has been limited to 20 mm.

For field events, including the high jump, athletes have a 20mm limit. But for the triple jump, athletes are allowed to wear shoes with soles up to 25mm.

These rules were implemented in January 2022, based on the technological advancements in shoes. However, from 1st November this year, there will be no distinction in sole thickness in different events.

Point to be noted: the rules for road events like marathons and race walks, which permit a 40mm sole thickness, will remain unchanged.

Why is World Athletics enforcing a 20mm sole limit?

The main motto of World Athletics is to ensure fairness. As a result of this, the federation has decided to apply the rule of a uniform 20mm limit to the sole.

In recent years, advances in shoe technology—particularly with thicker soles and carbon fiber plates—have sparked debates about whether these shoes offer athletes some unfair advantage.

Thus, World Athletics created its own Working Group on Athletic Shoes in 2020. The main task of this group is to analyze the impact of shoe technology on performance. They also draft regulations, ensuring that athletes are focusing more on skills and not technology.

The new rule was announced well in advance to give shoe manufacturers ample time to adapt their designs.

Athletes' Reactions to the 20mm Rule Change

Top athletes have had mixed reactions to the upcoming rule. Joshua Cheptegei, the Olympic and World Champion in the 10,000 meters, supports the change, describing it as "for the benefit of the sport."

He added that the thinner soles won’t necessarily lead to slower times, emphasizing that performance is often influenced by an athlete's mindset. Cheptegei also noted that recent shoe technology has aided recovery between training sessions, which could be impacted by the new regulations.

Meanwhile, Muktar Edris, a former two-time 5,000m World Champion, said that a thicker sole helps the athletes, providing them extra "energy" and "push." A reduced sole may hamper a regular action.

The Controversy Surrounding Shoe Technology

The controversy regarding shoe technology is nothing new. Before 2022, the track spikes had soles with thicknesses up to 30 mm.

During the Tokyo Olympics, legendary sprinter Usain Bolt brought this issue to the public, citing the unfair advantage an athlete may receive due to thicker boots. Not only that, but with the increased use of technologically advanced shoes, world records that looked unbreakable are at stake.

Karsten Warholm, the one who holds the World Record in 400m hurdles, also expressed his concern. After winning the gold medal in the Tokyo Olympics, he questioned the boots of the runner-up, Rai Benjamin.

Warholm made serious claims that Benjamin used thicker Nike soles that provided the later an unfair advantage. Warholm's remarks not only concerned the federation but drew attention to the fine line between technological innovation and "technological doping."

The Impact of Shoe Technology on Performance

Eliud Kipchoge, the first athlete who broke the two-hour marathon barrier in 2019, sparked controversies at his time as well. He used the Nike Alphafly, which featured thick soles and carbon plates. However, the nature of the event didn't let that record count. 

Later, World Athletics introduced a rule. It required the new shoes to be in the open market for at least four months prior to the competition. This rule also aspired to thwart athletes with exclusive shoe deals from gaining an unfair advantage.

Will the 20mm sole limit affect athlete performance?

It is not exactly negative, but the athletes will solely depend on their physical abilities and techniques. Yes, a few athletes do consider this to hurt their performance, but just like Cheptegei mentioned, mental resilience and training will play a crucial role in breaking records or achieving personal bests (PB).

Well, a reduced cushion in the sole will demand more energy from the athlete. Thus, athletes need to adjust their training regimes to adapt to the new rules.

World Athletics had mentioned clearly that they want to promote uniformity. They want the athletes to rely on their power and skills, not some technology beneath their feet, that will change and evolve with time. 

However, with shoe manufacturers rushing to adapt their designs, the real test will come when athletes compete under the new regulations in 2024.

Sports brand PUMA India on Thursday has inked its partnership with the Indian Olympic Association (IOA) as their Official Footwear Partner for the Indian contingent to the Paris Olympics 2024 and also launched a mega outdoor campaign to celebrate the champions of the game.

Also Read: Paris Olympics 2024: Afghan sprinter Kimia Yousofi wants to win medal at her 3rd Olympics by staying in Australia

The brand will give podium over 100 Indian athletes

As footwear partner, the brand will give podium and travel footwear, trolleys, backpacks, slippers, yoga mats, headbands, wristbands, socks and towels over 100 Indian athletes to maximise their training and comfort during the Paris Olympics 2024.

To add, 45 out of the 100+ Indian athletes across sporting disciplines comprise the PUMA contingent at the Paris Olympics, making the largest squad representing a brand in the country this year.

'We will provide athletes with best in-class footwear'

Karthik Balagopalan, Managing Director of PUMA India, shared his perspective on this collaboration and campaign launch, stating, “PUMA is dedicated to empowering athletes to surpass their limits and achieve their full potential. Through our partnership with the Indian Olympic Association, we will provide athletes with best in-class footwear and sports accessories, aiming to support their pursuit of excellence at the Paris Olympics."

Additionally, we aim to bring to the fore and recognize the milestones achieved by athletes of our country through this campaign. I hope our efforts to celebrate our champions will not only inspire others to give their best but also encourage many young and aspiring athletes to take up Olympic sports in India,” Balagopalan added.

This strategic partnership with the IOA, the governing body of Olympics in India, not only affirms PUMA’s commitment to cultivating a vibrant sports culture but also serves as a catalyst for nurturing the growth, progress, and achievements of both current and upcoming generations of athletes in the country.

Also Read: AFI signs multi-year agreement with 'Puma'

Official kit sponsor of Athletics Federation of India

PUMA is already the official kit sponsor of Athletics Federation of India. Apart from that, it has established associations with various sports teams, including renowned global and Indian football clubs such as Manchester City, Borussia Dortmund, AC Milan, Mumbai City FC, and Bengaluru FC, alongside IPL teams such as Royal Challengers Bengaluru and Delhi Capitals. Additionally, the brand proudly showcases a roster of distinguished brand ambassadors including cricket icon Virat Kohli, sprinting champion Usain Bolt, football star Neymar Jr, boxing champion Mary Kom and cricketers Harmanpreet Kaur and Mohammed Shami.

The Athletics Federation of India (AFI) announced a multi-year partnership with sports apparel brand 'Puma' on Thursday.

Also Read: Neeraj Chopra wins gold in first competition in India in three years

With this, PUMA will provide uniforms, shoes, and other equipment to about 400 Indian players during domestic and international tournaments.

As the AFI's official kit sponsor, top Indian athletes will be wearing PUMA accessories including Olympic champion Neeraj Chopra, long jumper Murali Sreeshankar, and steeplechase athlete Parul Chaudhary.

NEW LOOK. Elite Indian athletes will compete in @PUMA sports apparel at international level in future. @Paris2024 #Puma @Neeraj_chopra1 @Media_SAI @RECLindia pic.twitter.com/10NtH2CC6D

— Athletics Federation of India (@afiindia) May 16, 2024

According to the release, Neeraj Chopra said, "As an athlete training for 12 years, I know the importance of high-quality gear for high-level practice. With AFI teaming up with global sports brand, Indian athletes across all levels will now have access to training gear of international excellence, assisting us to express our best in our game now. This partnership signals the bright future of Indian sport,"

This will be the first time that Indian players will get to wear the world class ‘Speed ​​Suits’ that PUMA provides to other players globally.

The speed suit is designed to aid in freedom of movement, aerodynamics, and fast acceleration, helping athletes focus solely on their performance and increasing efficiency.

Karthik Balagopalan, Managing Director, PUMA India said, “At PUMA, we strongly believe in serving the athletes and helping them realise their full potential with our world class performance products. We are thrilled to partner with the Athletics Federation of India and help our athletes perform at the highest levels in various sporting disciplines across the globe. Together with Athletics Federation of India, we will accelerate this transformative journey in Indian athletics.”

Also Read: Long Jumper Murali Sreeshankar rules out of Paris Olympics 2024 after suffering knee injury

Adille Sumariwalla, the AFI President said, "Our association with Puma represents a significant milestone for India's athletes. With their high-quality gear, we are not only enhancing the performance of athletes but also creating a culture of excellence within the country's sporting community. We are confident that this partnership will propel Indian athletics to new heights on the global stage."

The Australian women's team have sold more official jerseys ahead of the FIFA WWC 2023 than the men's team managed during the FIFA Men's World Cup last year. And they haven't even played a game yet. Nike is a major sponsor of the CommBank Matildas. It also sponsors Kerr individually in a deal worth as much as $1 million. "I think she is one of the biggest athletes in the world already," said the Nike Pacific boss, Ashley Reade about the Australian superstar Sam Kerr.

Read Also: In Pics: Lionel Messi's first training pictures for Inter Mimmi CF

Ashley Reade said the marketing potential for the women's team is now greater than the men's. A big part of that is due to the star power of Sam Kerr, the Australian skipper and Chelsea striker. According to him, She is arguably one of the biggest athletes in the world.

Nike gifted boots to Kerr when she was 16. She signed on with Nike as a contracted athlete three years later. Now at the age of 29, Kerr is the global face of Nike's Mercurial boots, alongside male star players Cristiano Ronaldo and Kylian Mbappe.

FIFA WWC 2023: "It's incredible, we haven't even got to the first game yet:" Ashley Reade is very happy with the progression of Women's football

"I think she is one of the biggest athletes in the world already," Mr Reade said. "She would be right up there, without question, as one of the most marketable athletes in the world."

Kerr also has a deal with EA Sports as the first woman to grace the cover of its premier sports video game. The Chelsea deal is reportedly worth more than $600,000 a season.

"The Matildas jerseys are made of recycled polyester with a marbled pattern. It draws on the golden wattle for their home strip. Nike sells them for $115 in adult sizes and $100 for children. Kids tops are far outselling adult kits," Mr Reade said. "The demand for jerseys has been unprecedented," he said. "It's incredible, we haven't even got to the first game yet."