EFL Scores Double Deal
The English Football League (EFL) has announced partnership extensions with sports brand Puma and football management simulation title Football Manager.
After signing on as the official match ball partner of the EFL at the beginning of 2021/22 season, Puma’s three-year extension will see the global brand continue in its role.
This will see Puma providing the match ball for all EFL competitions through to the end of the 2026/27 season.
Additionally, the EFL and Sports Interactive, the developers of the Football Manager game, have signed a one-year extension.
The extension ensures that all EFL clubs and competitions will continue to appear as fully licensed entities in Sports Interactive’s next release, Football Manager 2024.
After first partnering back with SEGA – of which Sports Interactive are a subsidiary of – back in 2004, EFL has granted Football Manager official licensee status since 2014.
Ben Wright, Chief Commercial Officer of 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 are one of the world’s leading brands and have a distinct visibility not only on competition match days, but also support some of our EFL and EFL Club’s programs and initiatives through apparel and footballs.
“Our partnership with Football Manager has also exemplifies our commercial portfolio objectives. The numbers of people playing Football Manager and engaging with EFL clubs is testament to the ever-growing popularity of the EFL.
“We thank both PUMA and Sports Interactive for the ongoing relationship and helping to continue engaging fans for this season and beyond.”
Bas van den Bemt, General Manager of UK&I at PUMA, expressed, “Continuing our partnership with the EFL symbolizes PUMA’s dedication to the heart and spirit of football in the UK. Since 2021, we’ve been honoured to be the official match ball partner for the EFL, and this extension is a testament to the strong bond we’ve cultivated with the League, its clubs, and most importantly, the fans.
“Here’s to more shared moments, goals, and memories in the seasons to come.”
Miles Jacobson, Studio Director at Sports Interactive, stated, “We are delighted to announce the renewal of our partnership with the EFL.
“The league’s clubs are among the most popular with our players; in FM23, more than 40 million games were played with EFL clubs across 1.5 million unique careers. After three terrific Play-Off finals back in May, we’re looking forward to the start of the season and continuing our partnership with the EFL.”
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