PUMA and VfL Gummersbach Announce Long-Term Partnership, CEO Hoeld Joins Advisory Board

Global sportswear giant PUMA has entered into a long-term partnership with VfL Gummersbach, one of Germany’s most successful handball teams. The collaboration, commencing with the 2026/27 season, will notice PUMA become the official outfitter for all aspects of the club, including the Bundesliga team, handball academy, administrative staff, and merchandising.

In addition to the outfitting agreement, PUMA CEO Arthur Hoeld will join the Advisory Board (“Wirtschaftsrat”) of VfL Gummersbach, bringing his business acumen and international network to the club’s strategic direction.

A Partnership Built on Tradition and Performance

“VfL Gummersbach is one of the biggest names in European handball. PUMA and VfL both stand for tradition, history, and success in sports. That’s exactly why this partnership is such a quality fit,” stated Arthur Hoeld. He further emphasized handball’s position as a core Olympic sport with significant growth potential, highlighting PUMA’s commitment to supporting top-level performance.

Christoph Schindler, Managing Director of VfL Gummersbach, echoed this sentiment, stating, “With PUMA, we’re not just gaining an outfitter, but a global partner who shares our vision: to make VfL Gummersbach and handball even more appealing, while as well breaking new ground.” The club aims to leverage the partnership to further develop its brand, attract new audiences, and foster a strong community around VfL Gummersbach.

Strategic Implications and Future Goals

The partnership extends beyond providing apparel and equipment. PUMA’s involvement will encompass a modernization of the club’s merchandising offerings, a focus on community building through global marketing initiatives, and the integration of PUMA’s high-performance technologies, such as the NITRO™ foam series, to enhance the team’s athletic capabilities.

As of March 18, 2026, VfL Gummersbach currently holds 5th place in the Handball-Bundesliga (HBL) standings with 35 points from 24 matches, positioning them as strong contenders for European qualification.

About VfL Gummersbach and PUMA

VfL Gummersbach is a historically significant handball club in Germany and Europe, renowned for its consistent success in national and international competitions. PUMA is a leading global sports brand that designs, develops, sells and markets footwear, apparel and accessories.