"We think that we play in a different lane than those brands," Puma's North American president Bob Philion explained, admitting that brands like Nike and Adidas are much bigger than Puma.

Once modest agreements with local manufacturers, kit supplier partnerships are now critical to a soccer club’s global brand ...

Gabby Thomas once opened up about choosing New Balance over other sports apparel brands like Nike, Adidas and Puma when she turned professional in 2018. She highlighted her longstanding connection ...

Other big sponsorship deals in English football include Manchester United's tie-up with Adidas, which is reportedly worth £75m a year, and Nike's agreement with Chelsea. Puma already has deals ...