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Marrakech – PUMA continues its deep-rooted connection with African football at the 35th Africa Cup of Nations in Morocco. The German sports brand returns for the second time as CAF’s official technical partner, providing match balls and referee equipment for the tournament.
The partnership, which began in 2023, builds on PUMA’s decades-long involvement in African football. For nearly 30 years, PUMA has equipped more national teams across the continent than any competitor, with its products distributed in over 120 countries and a global workforce of around 20,000 employees.
“PUMA has been deeply embedded in African Football for more than 30 years and potentially more than any other sports brand,” said Peter Dangl, Director EEMEA Distribution at PUMA. “The AFCON is more than a competition – it is a celebration of culture, passion, and talent.”
The tournament will run from December 21, 2025, to January 18, 2026, featuring 24 national teams from across Africa. Morocco hosts the competition for the second time in its history, with matches to be played in Casablanca, Rabat, Tangier, Marrakech, Agadir, and Fez.
PUMA recently unveiled “ITRI,” the official match ball for AFCON 2025. The name means “star” in the Amazigh language, reflecting the star on Morocco’s national flag. Its design draws inspiration from zellij, a traditional Moroccan art known for geometric tile patterns.
The ball features star shapes, petal outlines, and circular symmetry in red and green colors that represent Morocco’s national identity. It incorporates PUMA’s Orbita 6 technology for precision and durability at elite competition levels.
The German sportswear company will supply five national teams at AFCON 2025: Egypt, Côte d’Ivoire, Morocco, Senegal, and Ghana. Many of these teams have achieved significant success in PUMA kits, including AFCON championships.
A community-driven approach
PUMA’s relationship with Morocco extends beyond the playing field. Following the devastating earthquake that struck Morocco’s Al Haouz in September 2023, PUMA demonstrated its commitment to the country by donating products to affected communities. This humanitarian response is part of a broader pattern of community engagement across the continent.
“We’re supporting more than 20 local initiatives – from renovating football pitches, to donating products after the Morocco earthquake, and to refugee camps,” Dangl noted in his interview about PUMA’s activities in Africa.
This support aligns with PUMA’s approach to business in Africa, which Dangl describes as being “about human relationships as much as business – celebrating moments together, supporting communities, and showing up consistently on the ground.”
PUMA adopts a community-driven approach across Africa and says it has consistently worked to make a positive impact beyond sport, recognizing the challenges many African communities continue to face.
PUMA’s history with African football dates back decades. The company signed Cameroon as its first African national team in 1997. The brand has also equipped other AFCON champions, including Tunisia (2004), Egypt (2006, 2008, 2010), Senegal (2021), and the Côte d’Ivoire (2015, 2023).
Beyond competitive partnerships, PUMA has supported African football through various initiatives. The company produced 150,000 apparel pieces using Cotton Made in Africa to support local farmers and introduced Fair Trade-certified footballs.
In 2010, PUMA created the Africa Unity Kit, the world’s first continental football kit for 12 African national teams. The company also launched an Artist Series in 2011, featuring jerseys designed by local artists from partner nations.
PUMA regards AFCON 2025 as a strategic opportunity
Over the past five years, PUMA has expanded its presence across the continent, opening more than 80 PUMA stores to improve product accessibility for African consumers. This retail expansion has been particularly important in Morocco, where PUMA plans further growth around AFCON 2025.
Dominique Gathier, PUMA Vice President Business Unit Teamsport, stressed the significance of the CAF partnership. “Our CAF partnership is not only honoring PUMA’s history and connection with African Football, but also investing in the future of the game.”
For AFCON 2025, PUMA plans special initiatives around infrastructure and history, which will be revealed in detail leading up to the tournament.
Defending champions Côte d’Ivoire, who wear PUMA kits, will aim to retain their title. Their coach, Emerse Faé, stated: “Winning the Africa Cup of Nations in our country is something I will never forget. Now it’s time to move on with the same solidarity, the same motivation, and one goal: to defend our title with pride.”
The tournament represents more than just a sporting event for PUMA. According to Dangl, the company views AFCON 2025 as “a unique moment for PUMA to elevate its retail presence and connect with consumers on a deeper, more emotional level.”
PUMA plans to introduce new experiential retail formats and in-store activations that merge sport, culture, and style during the tournament. The company also aims to leave a lasting retail legacy by strengthening its footprint in key Moroccan cities.
With Morocco set to co-host the 2030 FIFA World Cup, AFCON 2025 represents a key milestone for both the host nation and PUMA’s long-term strategy in the region. Dangl sees this as offering “PUMA a sustained opportunity to shape the future of Sportstyle and fan engagement across the region.”
