Puma are interested in extending their decade-long association with Newcastle United by striking another record deal as Magpies’ kit manufacturers.
This is the final year of Puma’s contract with Newcastle and United will be looking to extract more value from both the kit and sponsorship deal, which expire at the end of this season.
And the German sportswear giant – who have been designing United’s kits since 2010 – are one of the brands interested in working with Newcastle.
“The PUMA and Newcastle United partnership has been greatly successful over the last 10 years, it has been a pleasure working with such a heritage abundant club and an incredible fanbase,” Paul Spencer – the GM Puma UKIB told ChronicleLive.
Puma wouldn’t be drawn on-the-record about their intentions to renew with United but it’s understood they would like to retain United in their portfolio of clubs, which now includes Manchester City. They are not the only manufacturer interested and Newcastle are likely to assess their options – with kit manufacturer and sponsor two of the areas open to growing commercial revenue.
But the club believe the Puma partnership has worked for them. As well as being the biggest kit deal the club has had, it’s also opened up avenues for knowledge-sharing with other clubs represented by Puma. Newcastle staff have carried out fact-finding missions to Borussia Dortmund in recent seasons.
Confirming the trips, Spencer said: “At Puma, it’s important to us that our partners are fully integrated and feel part of the wider PUMA family. With such a strong global football Club portfolio, it’s great to be able to facilitate communication, learning and information sharing.”
United are one of the few clubs in the Puma stable that make bespoke kits in partnership with the club rather than picking from a template. It represents their status as one of the top tier of clubs in the Puma portfolio, according to the company.
Spencer said: “Stories are always a big part of the process for us before we even start designing and our PUMA clubs have input at this first stage.
“Then we go into the design phase where we work hard to ensure that the kit is relevant and meaningful. Ultimately it is a balancing act between the history and heritage of a football club and staying true to the fans, combined with the modern day performance needs and innovation that is required for the squad – essentially creating classics of the future. We work closely with the Club on our designs and actually the entire process from start to finish, this is essential.
“The Club’s rich heritage is something we always look into because it’s what has made the club who they are today, you can pull so much inspiration from this, it’s a great source for the design team.
“The maroon and navy away kit from last season was a no brainer as it means so much to the fans and the first time this colour combination was used was such a defining moment in Newcastle’s history; when two local clubs came together to form Newcastle United.”
Explaining this year’s designs, Spencer said there was a historic link in all three kits. “The Newcastle kits draw inspiration from the Magpie’s icons of the past. The home kit is a reinterpretation of the 1969 European Fairs Cup winning shirt,” he said.
“Simple in graphic design, central logos, two tone only as it was then. Simple, respectful and iconic. An extra touch is the red numbers on the back which have been on quite a few PUMA shirts now, this was something that goes way back.
“The orange away jersey directly references a stand that generations have sat under supporting the Toon, complemented by subtle graphics that are a nod to the iconic ironwork seen in the roof of St James Park which to many is quite literally the beating heart of the city.
“Finally, the green away kit again is a nod to the roots of the Club combined with graphic vibrancy that represents the dynamic movement of the modern day player.”
United are understood to be one of the best selling strips outside the top six. Spencer said: “The Toon Army are amongst the most committed football fans so it’s no surprise that it is a popular shirt in the UK. We always try to incorporate important stories and designs that are meaningful to the fans, the players and the Club.”
