Borussia Dortmund, Borussia Mönchengladbach, RB Leipzig, 1. FC Heidenheim and FC St. Pauli – five clubs, five times PUMA on the chest. No other supplier is as present in this Bundesliga season.

“Our ambition is clear: we want to be a partner, not just a supplier,” says Martin Ulber, Head of Sports Marketing Central Europe. “We don’t just deliver jerseys, we accompany the clubs – from design development and marketing campaigns to fan activations.” This partnership approach is particularly evident with the traditional clubs Borussia Dortmund and Borussia Mönchengladbach. PUMA has been with BVB since 2012 – a partnership now in its third extension. “This is one of the biggest clubs in Germany, with incredible reach,” says Pascal Lenferding, Teamhead Sports Marketing Teamsport. “For us, it’s not just about the sporting stage, but the shared history.”

Between tradition and bold design

Alongside tradition, PUMA deliberately focuses on dynamism. RB Leipzig, the youngest club in the league, stands for courage and openness to new ideas. “With Leipzig we can bring bold designs to life – from a velour-effect special jersey to presentations that feel fresher than with other clubs,” Lenferding explains.

St. Pauli, meanwhile, brings its own attitude: clear political positions, an urban fan culture that goes far beyond football, and the highest standards of sustainability.

“If St. Pauli says a jersey was produced according to their standards, it carries a completely different credibility than if we simply claimed it ourselves,” says Ulber.

And Heidenheim? For the promoted side and its cult coach Frank Schmidt, the collaboration is mainly regionally rooted – but here too, stories are created not only on the pitch but also in how a club embodies its values.

Fans always co-create

Whether at the Signal Iduna Park or Millerntor – in the end, it’s the fans who decide whether a jersey is more than just sportswear. “Collar shape, stripe width, color nuances – all of that is hotly debated in fan forums,” says Ulber. “We take that seriously. A jersey has to spark pride; it has to be a piece of identity.”

Pascal Lenferding adds: “When a new jersey is unveiled, it’s the celebration of club and culture. There’s passion behind it – and that’s exactly what makes the difference.”

This emotional bond has direct economic impact. The market for licensed sports merchandise is booming – and football is the driving force. According to Grand View Research, the market volume in Europe reached around €6.2 billion in 2024, with further growth ahead. In Germany alone, nearly €870 million was generated in the same year through licensed football merchandise – from jerseys and training wear to sneakers. Studies show: the stronger the emotional bond with the club, the higher the willingness to buy merchandise. For PUMA, each club means new stories, new consumer groups – and products infused with the identity of the fans.

More than a supplier – a true partner

What also sets PUMA apart is the willingness to go beyond the classic supplier contract. Sustainability projects, player-driven content campaigns, fan events or special jersey presentations are just as much a part of it as the ability to react spontaneously to unique moments. “A derby win, an emotional Champions League night – these are moments that belong to the fans,” says Ulber. “But we amplify them with our brand. That’s partnership in the best sense.”

And cooperation with the clubs is never by chance. “We carefully considered whether each one was the right fit for us,” explains Lenferding. “We work with clubs that consciously choose PUMA – not just for the money, but because they stand behind our brand.”

The season has only just begun. But one thing is already clear: in the months ahead there will be many moments when PUMA is not only on the players’ chests but also in the minds and hearts of the fans.