German sportswear giant Puma and the Portuguese Football Federation (FPF) have announced a long-term partnership, valid from January 1, 2025.

The sportswear brand will be the new technical partner of the Portuguese national soccer, futsal, beach soccer, and esports teams.

Puma has stated that it will reveal the new products and creative direction of the partnership in early 2025.

This new partnership follows Portugal’s previous 27-year deal with Puma's rivals Nike - this long-standing tie-up was last extended (through 2024) in October 2017.

Arne Freundt, chief executive of Puma, has now said: “Partnering with a top national team was one of our football priorities and I am thrilled to have such a popular team as Portugal join the Puma family.

“Given the huge fan base of the national team around the world and the great potential of the new generation of players, we are looking forward to the upcoming major tournaments, such as the 2026 World Cup.”

President of the FPF Fernando Gomes added: “We are thrilled with the way Puma engages with fans and tells the story of each team they represent. We are excited to develop an exciting range of products that will appeal to our large fan base and supporters around the world.”

Portugal, who in recent years have won the men's UEFA European Championship in 2016 and the 2018-19 Nations League, also have the “largest number of social media followers of any football federation,” according to the FPF.

Puma holds similar deals with top club soccer sides such as AC and Inter Milan, Palmeiras, RB Leipzig, and Marseille, as well as other national teams such as Austria, Iceland, the Czech Republic, Ghana, Ivory Coast, Senegal, Morocco, Egypt, Switzerland, and Paraguay.