Puma, the German sportswear giant, today signed up as a sponsor of the United Soccer League, the second-tier soccer competition in North America.

The three-year agreement begins with the 2021 campaign and was brokered by consulting firm Premier Partnerships, which represents the USL in sponsorship sales.

Puma will kit out USL staff but, contrary to other apparel deals signed by North American sports leagues, USL teams will not be mandated to partner with the brand.

Major League Soccer, for example, has a league-wide deal with German rivals Adidas, while the new Canadian Premier League has a centralised kit deal with Italian brand Macron.

However, Puma does already have a contract with New Mexico United (pictured) and will add Oakland Roots Sports Clubs to its USL club portfolio next year.

Puma will become the national partner for the new USL Academy League, which will launch next spring with more than 50 clubs across 25 states in USA and provide elite youth talent from across the USL landscape with a new opportunity to compete at a high level.

It will also create unique on-site activations at tentpole USL events, such as the USL Championship Final and the USL Mid-Year Meetings and Winter Summit.

USL chief executive Alec Papadakis said: “With the 2026 Fifa World Cup on the horizon we are entering one of the most exciting phases in the history of North American soccer and are thrilled to align with a brand like Puma who shares our vision for what the future of our sport in the country could look like.” 

Sportcal