West Brom confirm new kit supplier as six-year Puma partnership ends

West Bromwich Albion have announced that Macron will be their new kit supplier from the 2024-25 season onwards, as their ties with Puma end after a six-year partnership. The Baggies, after relegation from the Premier League in 2018, united with Puma after a seven-year deal with adidas, but this summer has brought another change.

Macron were founded in 1971 in Bologna, Italy - incidentally the city of which the football club based there is part owned by Albion's controlling stakeholder Shilen Patel - and they have developed an impressive portfolio of clients in the UK and abroad in recent years. Premier League club Crystal Palace and Albion's fellow Championship sides Sheffield Wednesday, Blackburn Rovers and Stoke City all work with Macron for their sportswear and kits.

In Europe, they work with Bologna, Udinese and Sampdoria among other Italian clubs, Real Sociedad, Levante and Cadiz in Spain and Nantes and Auxerre in France. Closer to home, Macron supply kits for Motherwell, St Mirren, Dundee and St Johnstone in the Scottish Premiership. Macron also produce clothing for other sports, including the Italian national rugby team and the Irish cricket team.

It isn't always the case with major kit suppliers at an elite level of football who often develop 'identikits' and apply the same style to multiple kits for various teams, but the strips that Macron produce are bespoke for each club. Albion have worked with them for a year in anticipation for the summer to come and to design the attire.

Albion's kit last season, which promoted the Jeff Astle Foundation and was 'Fit For A Kin9', was released in early July and it's anticipated that the Baggies' new Macron kits will be unveiled at a similar time.

Mark Miles, Albion's managing director, said: “We are delighted to be in partnership with Macron, who have shown us incredible due care and attention since we began working with them 12 months ago. During this period, they have created bespoke kits we’re confident our players and supporters will enjoy wearing.

“Macron are an ever-evolving, innovative sports brand who we look forward to working with over the coming years.”

Macron CEO, Gianluca Pavanello, added: “The relationship between Macron and English football is a very special one and we are thrilled to be able to count among our partners a club that represents the history of the sport like West Bromwich Albion.

“146 years of history are an impressive ‘archive’ of emotions worthy of being told and our strength and ability is precisely that of making these emotions wearable and transmit to those on the pitch and those in the stands the identity and sense of belonging to the club, combining style and design with the quality and technicality of innovative, high-performance and sustainable fabrics.”