The Euro 2020 has been postponed until the summer of 2021, and sport’s major brands are set to miss out on millions this year.Despite the halt, sportswear giant Puma signed a long-term deal with play-off contender. The German sportswear company has ousted Italian rival Errea from its long-term position as kit supplier to the Iceland national football team.
In a statement this week, Icelandic Football Association (KSI)and Puma announced the partnership. “I am extremely impressed with the achievements that Iceland has achieved,” said Puma CEO Björn Gulden. ”Despite being a small nation, the players have great talent, demonstrate a fantastic attitude and always have an extraordinary team spirit. We are really looking forward to working with them.”
The official technical sponsorship includes men’s, women’s and youth teams’ kit. Iceland qualified for the UEFA Euro 2016 finals and is the smallest national team to qualify for the men’s FIFA World Cup in 2018. Their women’s team have qualified or three UEFA Women’s European Championships in a row: 2009, 2013 and 2017.
“We are excited and very much looking forward to our partnership with Puma, one of the world’s leading sports brands. Their enthusiasm for Icelandic football, and what we stand for, has been impressive. I am confident that together with Puma we can enjoy further success both on and off the field,” GudniBergsson, FA of Iceland president, said.
Iceland’s return to the Euros will go through a playoff semifinalmatch at home against Romania in the postpone Euro 2020 playoffs. They aim to reach a third straight major tournament following the highest-ranked team in the top-tier playoff bracket drawn. Euro 2020 play-off matches, due to be played in June, have been postponed until further notice and likely to take place in October or November.
During the group stage matches, Iceland coach Erik Hamrensaid the team has shown its quality again since a rough run of results after the 2018 World Cup. “When I took the job, many thought I was crazy,” said Hamren, whose team won six Euro 2020 qualifying games in a group where France and Turkey advanced. “Bigger countries than Iceland have had troubles to qualify for three in a row.”
In a separate statement, Bergsson acknowledged their 20-year relationship between Errea. “I want to start by taking this opportunity to thank Errea for a long and successful partnership, KSI and Errea have experienced many things over the years. Now we have a new chapter in the costume story and we will take the next step on our road trip with Puma,” Bergsson said.
With the new Puma deal, Iceland will not wear Errea jerseys at the postponed Euro 2020. Iceland joins Italy, Austria, Serbia, Switzerland, and the Czech Republic in a partnership with Puma. Bergsson added that the KSI was going to introduce a new national team logo at the end of June, which will be showcased on the new Puma-made apparel in mid-July.