IRFU sign eight-year €15m partnership deal with Puma

FOLLOWING on from their multi-million euro naming-rights deal with Aviva for the new Lansdowne Road Stadium, the IRFU have announced a lucrative eight-year partnership deal with leading sport brand Puma.

The giant German sportswear manufacturer takes over from Canterbury Clothing Company from the beginning of the 2009/2010 season and will supply team kit, replica kit and training equipment to Irish rugby. The deal enables the company to become the official supplier and licensee of replica merchandise for Irish rugby.

The finance involved in the new contract with Puma remains confidential, but it is estimated the IRFU will benefit by €15m. It is a significant piece of business brokered by IRFU chief executive Philip Browne.

However, it is expected further sponsorship deals with Irish rugby are imminent as those who drive the professional and amateur games hope to further cash in on Ireland’s Grand Slam success.

The Puma contract follows the €44m deal secured by the IRFU and FAI with AVIVA, the naming-right’s holders for the new Lansdowne Road Stadium due for completion at the end of April 2010.

It has also been confirmed that another of the IRFU’s major sponsors, O2 are keen to secure an extension to their six-year €12m deal, which expires at the end of the 2011/12 season.

“This is a fantastic opportunity and we are thrilled to announce our partnership with the Irish Rugby Football Union — one of the world’s leading rugby teams,” said Puma chairman and chief executive Jochen Zeit.

Browne was equally thrilled. “The IRFU is delighted to enter into this relationship with Puma, an organisation that not only understands rugby supporters but also has a proven track record in the sport.”