DUX announces sports and esports partnership with PUMA

21 September 2023


DUX and PUMA partnership key art
Image credit: DUX/PUMA

Spanish sports and esports club DUX has announced a partnership with sports brand PUMA for two seasons.

As a result, PUMA will be the new official technical sponsor of the club and will be featured across its esports and sports divisions.

ESI Lisbon 2024

PUMA will ‘equip’ the players of DUX Logroño, a women’s football team competing in the Spanish second division, and DUX’s esports athletes. It was not disclosed to what extent Puma will equip Dux, however, the images indicate it will at least include jersey integration. In addition, PUMA will gain a prominent presence in the club’s content.

Details of the duration of its two-season deal has not been disclosed.

Formed in 2018, DUX Gaming is a unique organisation that competes in esports and sports. Notably, the club’s investors include footballers Thibaut Courtois and Borja Iglesias, as well as NBA champion Marc Gasol.

In esports, the club competes in sports simulation games such as FIFA (EA SPORTS FC) and NBA 2K. Moreover, last year DUX Gaming raised €3m in funding to assist its expansion into Latin America.

DUX Gaming has also partnered with several esports stakeholders in the past. This includes the launch of an expansion team in Mexico with the NBA 2K League and a partnership with Formula One esports team Williams Esports.

Since its foundation in 1948, PUMA has become a globally known sports brand specialising in sportswear and equipment. Alongside working with teams in football, rugby and volleyball, PUMA has collaborated with esports organisations such as GEN.G, Natus Vincere and Revenant Esports.

The collaboration with DUX is not the only esports partnership PUMA has secured this year. In March, the company signed a multi-year partnership with WYLDE Esports, an Irish esports organisation backed by Usain Bolt. Two months later, PUMA created an exclusive jersey and merchandise range for Indian esports team Orangutan Esports.

Mario Fernández, CEO of DUX Gaming, commented on the partnership with PUMA: “PUMA is one of the great global sports brands that stands out, among many other virtues, for being a pioneer and innovator.

“For DUX, it is a partner with which to grow at both national and international level and I am sure that this alliance will add the values ​​that PUMA and DUX share and that are based on the search for constant innovation, in the fight for inclusion and diversity and in working tirelessly to be better every day.”

Lea Maas
Lea is a business student with too many passions and too little time. In addition to missing her shots in Valorant, she spends her free time advocating for mental health awareness and fostering inclusive esports communities.