The deal, worth a high-six-figure sum, begins with immediate effect and will run until 2009. Puma's primary contribution will be in community and youth development programmes, both as a sponsor and through the provision of free football boots to 1100 apprentice players at the League's 72 clubs.
The partnership is the first time Puma has tied with a domestic football governing body. It is also the latest in a string of additions to the Football League's sponsorship portfolio, following swiftly on from BT's sponsorship of the Community Cup (Marketing, 19 October).
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