Premier League: Leicester City and Puma to renegotiate contract

Leicester City FC, the 2015-16 champions of England, and Puma, the German equipment supplier, are in the process of renegotiating the terms of their partnership, which runs until the end of the 2017-18 season, according to the US economic media magazine Bloomberg, on 12/05/2016.

The two parties have been linked since 2012-13 (when the club played in the Championship) and had extended their deal for a period of three seasons, until the end of the 2014-15 season, which saw Leicester maintain its place in the Premier League. According to Bloomberg, the contract between Puma and Leicester City would be in the "sports team" category, that is to say without financial allocation or bonuses based on performance (but with the provision of equipment and discounts on the purchase of merchandise then sold to fans).

Puma could have difficulty estimating the value of its new partnership with Leicester, who will feature in the group stage of the 2016-17 Champions League, according to US economic media outlet. “There’s definitely increased value there for Puma, but it’s incremental rather than…