PSV has extended its partnership with PUMA by five years. A five-year agreement had been signed with the renowned German sportswear brand at the start of the 2020-2021 season, but that contract is already being broken open and extended to mid-2030. This was announced by Commercial Director Frans Janssen on Wednesday during the club's New Year's reception.
"We will continue designing shirts together for years to come," Janssen reported happily. As far as he is concerned, this also includes a role for the supporters. "We are looking at how we can involve them in this," he indicated. "That will be about the shirts for the 2026-2027 season, because such a process always starts a year and a half in advance. How we are going to do that will be announced soon. Meanwhile, with a joint mural, on the north-west side of the stadium, we have a wonderful gift for the fans."
PUMA CEO Arne Freundt is also enthusiastic about the successful partnership: "Since we started working with PSV in 2020, we went from strength to strength and won two KNVB Cups and three Super Cups together. PSV is our top club in the Netherlands, and we are thrilled by the amazing start the team has had this season. We are excited about our future together, which will give us more opportunities to deepen and elevate our partnership," said PUMA CEO Arne Freundt.
PUMA provides the official sportswear of PSV 1, Young PSV, the PSV Academy, PSV Women and PSV Esports. The leading brand succeeds in conveying the club's DNA with a successful mix of tradition, innovation and design, befitting Eindhoven and its surroundings. This is reflected in the fit of PSV Women's specific match shirts and sustainability, among other things. For example, all PSV replica styles will be made with the Re:fiber technology: textile waste and other used materials will be converted into new textiles in it. PSV players will also be more explicitly involved in testing to further develop matchwear.