Puma SE and Borussia Dortmund Extend Partnership Until 2034

In a significant development for both Puma SE and Borussia Dortmund, the two entities have announced the extension of their partnership until at least June 30, 2034. This long-standing collaboration, which has been in place for over a decade, continues to strengthen the bond between the German sports apparel company and the renowned football club.

Key Details of the Partnership

  • Duration: The partnership has been extended until 2034, marking a significant long-term commitment between Puma and Borussia Dortmund.
  • Financial Impact: Borussia Dortmund is set to receive a substantial financial boost from this deal, with estimates suggesting the club could earn between €350 million and €400 million over the course of the partnership.
  • Strategic Importance: Matthias Bäumer, Chief Commercial Officer at Puma, emphasized the strategic importance of this partnership, stating, “By extending our long-term partnership with BVB ahead of schedule, we are showing how important the club and its values are to us.”

Puma SE Overview

Puma SE, headquartered in Herzogenaurach, Germany, is a prominent player in the Consumer Discretionary sector, specifically within the Textiles, Apparel & Luxury Goods industry. The company is known for its wide range of sports equipment and apparel, including running, tennis, training, and basketball shoes, as well as t-shirts and accessories. Puma’s products are designed to cater to a global audience, aligning with the dynamic and fast-paced style of football that Borussia Dortmund is known for.

Market Performance

As of June 29, 2025, Puma SE’s stock was trading at €23.18 on the Xetra exchange. The company’s stock has experienced fluctuations over the past year, with a 52-week high of €47.93 on November 10, 2024, and a 52-week low of €18.07 on April 6, 2025.

Conclusion

The extension of the partnership between Puma SE and Borussia Dortmund is a testament to the strong relationship and mutual benefits derived from their collaboration. This agreement not only secures a significant financial future for Borussia Dortmund but also reinforces Puma’s position as a leading sports apparel brand closely associated with one of football’s most passionate clubs.