Puma reported it will outfit the athletes, coaches and staff of the Arab Republic of Egypt with uniforms for the Paris 2024 Olympic Games, following an agreement it reached with the Egyptian Ministry of Youth and Sports and the Egyptian Olympic Committee.
In a release, Puma said “it had a successful history in Egypt with long-term partnerships, including those with the Egyptian Football Association, the Egyptian Handball Federation and other teams and athletes.” Most recently, Puma team Egypt won the African Men’s Handball Championship for the ninth time and qualified for the Olympic tournament.
“For Puma, the agreement represents a great opportunity to further invest in sports in Egypt and to strengthen our presence in the country. Egypt has a deeply rooted passion for sports and great economic potential. As a sports company, we are excited to invest in both,” said Johan Kuhlo, managing director of EMEA Distribution for Puma.
As part of the agreement, the Egyptian delegation will reportedly wear Puma products, including apparel, footwear and accessories, during the Games. Egypt won six medals in the recent Tokyo Olympics, the most in its history participating, said Puma.
“In Puma, we have found a perfect partner who is as passionate about sports in Egypt as we are. Puma is already well known to Egyptians as a reliable partner for our national football and handball teams, and I am proud the company will now also outfit our Olympic delegation for the upcoming Games in Paris,” said Prof. Dr. Ashraf Sobhy, the Egyptian Minister of Youth and Sports.
The announcement of the Egypt deal comes nearly two months after Puma said it would end its sponsorship of Israel’s national football team in 2024, a decision the brand said it made before the October 7 Hamas attack that killed thousands in southern Israel and stirred pro-Palestinian and pro-Hamas protests worldwide. Puma reportedly faced boycotts over its Israel sponsorship.
The company stated in December 2023 that, following a strategy review carried out at the end of 2022, Puma would stop outfitting the Israeli team in 2024 as part of its “fewer-bigger-better strategy” to focus on “fewer and more higher-profile partnerships.”
Image courtesy Puma
