Gladbach: Borussia and Puma – is a hammer deal imminent?

Next Top Shepherd Borosi says – Yes again! After the main sponsor “Flatex”, German football club Borussia Mönchengladbach will retain another important partner.

Foals and clothing maker Puma have prematurely expanded their long-term partnership. VfL announced on Friday (May 27, 2022).

Gladbach and Puma: Is there a strategic partnership?

Sporting goods manufacturer Herzogenaurach has been a supplier to Borussia Mönchengladbach since 2018.

Stefan Schippers, Chief Financial Officer and Managing Director of Borussia, said: “In 2018, there was already so much euphoria in the Borussia environment that Puma would become our factory again. So we are very pleased that we were able to expand our cooperation with Puma ahead of schedule and on the run. the long “.

The 54-year-old adds. “Our club has had great success with Puma at their side. Puma and Borussia belong together.”

Gladbach Live knows: The original deal between the club and “Puma” ran until 2024. Plus an option for another two years. To date, Gladbach has raised up to eight million euros annually.

We learn more: the new agreement is already designed for “long-term” cooperation. Borussia refrains from specific inquiries from our editorial staff regarding important contract details, such as the exact term.

Could there be a strategic partnership in Borussia Park?

Officials in Borussia around President Rolf Koenigs (80) and General Manager Stefan Schippers had thought papers in their drawers on how to expand VfL’s economic foundation in the future.

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In light of the financial consequences of the Corona crisis, Borussia will have to be more and more creative in the economic field so as not to lose touch with the top regions of the German League.

In January 2022, former manager Max Eberl, 48, said in this context to GladbachLIVE’s target request: “You always have to think about it. Even if you see competitors in the Bundesliga, who have also chosen creative designs to attract young players to their club versus A lot of money, then as a club you have to make a strategic decision yourself about what and how you want it.”

Eberle also said in January: “(…) We, including the club, have to think about how to move forward in the competitive situation. If you decide to stay as it is at the moment, it is possible that the European Cup is no longer our objective. But It’s just about playing a role in the Bundesliga.”

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With the new ‘Puma’ contract, is there an update on Borussia’s strategy at the same time – and what might this look like?

Record champion Bayern Munich could be a role model. The keyword is “strategic partnership”.

The Bavarians have sponsors such as “Adidas”, “Audi” or “Allianz” as partners.

What does “partnership” look like?

Example: In the context of a capital increase, Allianz SE acquired an 8.33% stake in FC Bayern München AG in February 2014. FC Bayern München AG received 110 million euros for the shares acquired.

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FC Bayern München eV is the main shareholder of FC Bayern München AG. The parent association owns 75 percent of the shares. The remaining shares (every 8.33 percent) are held by long-term partners Adidas, Audi and Allianz.

But for similar models like Bayern Munich, Borussia will first have to change its position as a club.

A topic that Stefan Schippers detailed in an interview with “” in June 2019.

Schippers said at the time that Borussia was explicitly committed to the 50 plus one model. Within this framework, much is already possible today. In our view, Bayern Munich chose a very smart approach with corporate law, which is the strategic basis for long-term care. This could definitely be something interesting in the future. (…) Borussia will always remain in control of his house. ”

Schippers told “” in 2019: “If we want to sell the shares, then according to the statute, we have to attend the general meeting. We will not shy away from that either, if we are convinced of it.”

On Monday (May 30) at 6 pm there will be a public meeting in Borussia Park.

Will Koenigs, Shippers & Co. then explain more details about the new deal with sporting goods giant Puma?

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Puma has been one of the most important partners since the beginning of Gladbach’s rise. From the 1966/67 season, the sporting goods manufacturer was initially the Borussia shoe manufacturer.

In the successful 1970s, Puma also provided T-shirts and training equipment for the Foal Team.

The Herzogenaurach-based company has sold soccer shoe models bearing the names of Gladbach’s big stars, such as “Netzer-Star”, “Berti Vogts Rasant”, “Heynckes-Topstar” or “Bonhof-Finale”.

The name Puma first appeared on the shirt that Borussia played in the European Cup final against Liverpool (1:3) in Rome in 1977. Subsequently, the cat of prey was represented on every team shirt from the Lower Rhine until 1992, before disappearing for years.

In 2018, “Puma” returned to Mönchengladbach as a supplier.

The motto of the time was: “Glad to be back.”

Now the contract is extended.

Since 2018, Puma has been a supplier to German football club Borussia Mönchengladbach. This photo is from April 3, 2017.

“Puma and Borussia Mönchengladbach have a long and successful history that we have been continuing since 2018,” says Bjorn Golden, CEO of Puma. “We look forward to supporting the club as a partner in the coming years, to experience the great moments of football and to provide products that inspire fans.”

Headquartered in Herzogenaurach, Puma SE is one of the world’s largest suppliers of sporting goods along with Nike and Adidas and generates billions in sales.

Puma SE has a 5% stake in Borussia Dortmund GmbH & Co. KGaA, a supplier to BVB since 2012.

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