Puma backs Kabaddi by partnering with Haryana Steelers

Sportswear giant Puma has entered India’s indigenous sports market with by becoming the official kit partner of Pro Kabaddi League’s JSW-Sports-owned team Haryana Steelers owned by JSW-Sports.

As part of the deal, the Puma logo features on the nape of the jersey and its wordmark on the shorts.

With this association, Puma aims to strengthen its bond with the kabaddi community of the country by launching official merchandise for fans.

Commenting on the collaboration, Shreya Sachdev, head marketing at Puma India in a statement said, “We are extremely excited for our partnership with Haryana Steelers. This association not only marks our entry into the world of Kabaddi but also reflects our drive to safeguard and promote India’s sports culture and heritage.”

Divyanshu Singh, chief operating officer of JSW-Sports added, “It’s amazing to have an aspirational and international brand foray into Kabaddi, which is great not only for Haryana Steelers but also for sport in general. We are excited to roll out our licensing and merchandising program with PUMA, to make sure that quality kits are available to our fans.”

Puma has formed partnerships with diverse sporting teams in India which include football clubs Mumbai City FC, Bengaluru FC and Indian Premier League teams Royal Challengers Bangalore, and Delhi Capitals.