Case Study

World-class support for one of the planet’s biggest sports brands

Puma appointing Northridge as exclusive UK advisor on sports marketing and sponsorship within a couple of months of launch was an important moment for the firm. It represented validation of our offering and a natural alignment of expertise and values. It also resulted in a massive footwear and apparel swap/amnesty for the Northridge team, as box after box of Puma goods arrived into our office.

Football is a major component of our work with Puma but we also advised the company on its partnership with Lewis Hamilton, Britain’s multiple Formula 1 world champion – another example of the multi-sport commercial and sponsorship expertise we offer when the stakes are highest.

The Northridge team has acted on many of the largest kit deals in football including the most recent deals negotiated by Chelsea FC, Tottenham Hotspur FC and The FA. We have a unique understanding of the sports apparel industry after many years of acting for leading brands in this sector, underpinned by the in-house apparel experience of a number of our team.

“Northridge’s team has built-up a very rich know-how and understanding of the industry that we operate within and adding to that, they are great people which we as an organisation put a lot of emphasis on and value a lot”

Johan Adamsson
Director of Sports Marketing & Sports Licensing, PUMA SE