The second-tier English Football League (EFL) soccer structure in the UK has extended its commercial relationships with German sportswear heavyweight Puma and computer game Football Manager.
Puma has supplied the EFL’s official match balls since the beginning of 2021-22 (taking over from Mitre at that time), with a three-year extension meaning this partnership will stay in place through 2026-27. The company will, therefore, continue to supply the match balls for all EFL competitions for the next four years.
This covers the Championship, League One, League Two, the Carabao Cup, and the EFL Trophy.
There are also specific brands of ball to be used at the various EFL play-off games during the post-season.
In terms of specific partnerships with EFL clubs, Puma has 10 in place currently.
The extension between the EFL and SEGA (which owns the Sports Interactive brand that produces Football Manager), meanwhile, is a one-year affair. The initial partnership between the two parties began in 2004, and this extension means that all EFL clubs and competitions will continue to “appear as fully licensed entities in Football Manager 2024.”
The EFL has granted official licensee status to each Football Manager title since 2014.
Ben Wright, chief commercial officer at the EFL, said: “We have sought to partner with brands where we can develop and cultivate our partnerships and create deeper, more impactful connections with fans, customers, and communities.
“Puma is one of the world’s leading brands and has a distinct visibility not only on competition match days but also supports some of our EFL and EFL Club’s programs and initiatives through apparel and footballs.
“Our partnership with Football Manager has also exemplified our commercial portfolio objectives. The number of people playing Football Manager and engaging with EFL clubs is a testament to the ever-growing popularity of the EFL.”
The EFL has been active in terms of commercial dealings in the last few days - earlier this week, it struck a five-year deal with cereal firm Kellogg’s.
The company’s various brands, including Corn Flakes, Rice Krispies, and Coco Pops, will have a presence across the three EFL divisions until the end of 2027-28.
In terms of other top-tier EFL commercial sponsors, Sky Bet is the body’s title partner in a deal running through 2028-29, with other key tie-ups including agreements with brands including Carabao, Electronic Arts, and eBay.
