Puma signs Man City striker Sergio Aguero

Sportswear brand Puma has signed a long-term sponsorship contract with Manchester City striker Sergio Aguero as it looks to steal share from Adidas and Nike in the lucrative football market.

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Aguero (pictured) will become a “central” figure in Puma’s forthcoming global marketing campaigns for the coming years.

The Argentinean international will also wear Puma’s line of football boots for a long-term period, beginning with the Speed v1.11. The value and length of the deal was not revealed.

Aguero signed for Manchester City from Athletico Madrid for £38m, a record signing for the club whose previous highest transfer fee had been £32.5m for Brazilian striker Robihno in 2008.

Christian Voigt, senior head of global sports marketing at Puma, says: “Signing a player of his status and reputation is another important step in the implementation of our football strategy.”

Puma is a shirt sponsor for Tottenham Hotspur and the Italian national football team and also has a deal with former Barcelona striker Samuel Eto’o, who now plays for Russian side Anzhi Makhachkala.

Jamaican sprinter Usain Bolt signed the “biggest ever sponsorship deal in athletics history” with Puma in 2010, thought to be worth more than £20m.

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