Sponsor Puma struggles to price Leicester City success

When Leicester City signed its first apparel deal with Puma four years ago, the team was firmly ensconced in English soccer’s second division. 

A Premier League championship seemed less likely than Bono becoming Pope, and so team executives never thought to include a bonus clause in its contract with Puma.

The two parties are now in talks about a new contract that would reflect Leicester’s sudden and unexpected status as England’s best soccer team, according to sources.