K&L Gates LLP has advised PUMA, one of the world’s leading brands in the athletic footwear, apparel, and accessory industry, on a five-year partnership deal with Arsenal Football Club to become the official kit partner for the English Premier League club.

In addition to producing the playing and training gear for Arsenal FC, PUMA acquires the various licensing rights to develop other Arsenal-branded merchandise around the globe. The partnership, effective July 1, 2014, represents the biggest deal in PUMA and Arsenal’s histories in addition to being reported as the largest commercial deal in the history of British and European football.

The K&L Gates London team advising PUMA was led by sports partner Warren Phelops and senior associate Andrew Danson. They were supported by partners Richard Hardwick (finance), John Elgar (corporate), and Jim Mottram (tax), associate Elizabeth Dunn (commercial rights), senior associate Stuart Grey (IP), and senior associate Jennifer Marsh (regulatory/competition).

Christian Voigt, Senior Head of Global Sports Marketing and Legal at PUMA, stated: “Arsenal represents a major landmark moment to reinforce PUMA’s credibility as a leading global sports brand. The K&L Gates sports team were truly outstanding partners for PUMA, bringing their highly impressive commercial acumen and sector knowledge and experience to bear. Warren and his team, particularly Andrew, were once again hugely impressive throughout the transaction. Their assistance was critical throughout.”

The partnership with Arsenal is the latest in a series of key deals for PUMA on which the K&L Gates London sports practice has advised. These include partnerships with FIGC (the Italian Football Federation), the 2013 Champions League finalists Borussia Dortmund, and such leading stars as Sergio Aguero, Cesc Fàbregas, and Radamel Falcao.