The IRFU and Puma have formally announced a cutting short of their eight year deal to supply kit.  The announcement came after being hinted at in yesterday morning’s Sport for Business Daily Digest, and is part of an overall exit of the German sportswear giant from European Rugby.
“Our concentration now will be on the three pillars of the business, Soccer, Running and Lifestyle,” said Puma Ireland Country Manager, Sean Kavanagh.
They do represent by far the three largest segments within the sector and with Usain Bolt on board as the primary brand ambassador, the companies largest reorganisation in 20 years, with the Group CEO leaving in March, is not unexpected.
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[ismember]A financial settlement has been reached between Irish Rugby and Puma and kit will be available for players and for sale to the public through to the tour of Argentina in June 2014.  The first outing for a new kit will be the Autumn Internationals next year ahead of the key sales period that will be the next Rugby World Cup in England in 2015.
Some suggestions are that Puma was paying as much as €4 million a year though this would have depended on bonuses.  When Nike was replaced, after 19 years as England Kit supplier last year, Canterbury’s new deal was said to be worth in the region of €6 million.
There is significant change in the market with Scotland in turn replacing Canterbury with Italian manufacturer Macron.
Suggestions last night were that Nike and Canterbury, who have had previous deals with Ireland might be interested in a renewal of the relationship but Under Armour was also being touted as a possible new entrant.
Canterbury supply Leinster’s kit while Adidas supply Munster, Kukri is responsible for Ulster and Connacht sport RugbyTech gear.
The figures, while important to the unions are relatively small in comparison to soccer which is based primarily on the greater numbers of global fans, particularly in the far east, and in the lack of any national barriers when it comes to the wearing of club colours.
Nevertheless it will be important for the IRFU to secure a deal quickly.  Sales are likely to be lower than expected now for the next 18 months as fans hold out for what they know will be a new look, and summer attention turns toward the red Lions jersey.  Unless of course the team can win a Grand Slam this year…[/ismember]
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