Inside Barcelona's Kit Deal: Puma Was Ready to Take Over

Feb 24, 2026

by Chris

9.7K views

Nike and Barcelona Agreement: FC Barcelona's new long-term kit deal with Nike is valued at over €1.7 billion and runs until 2038, making it the most lucrative in football.
Puma's Involvement: Barcelona used a potential deal with Puma as leverage in negotiations with Nike, even preparing in-house kits amid contract tensions.
Advisor's Role: Advisor Darren Dein played a role in the negotiations, ultimately earning €50 million from the new deal after Nike matched Puma's offer.

FC Barcelona president Joan Laporta has revealed new details about the club’s renegotiated agreement with Nike, confirming that a switch to Puma was a real possibility.

Barcelona and Nike had broken off cooperation, we were in court, we were about to move to Puma

FC Barcelona's new long-term kit deal with Nike is valued at over €1.7 billion (approx. $1.8 billion) and runs until 2038, marking it as the most lucrative in football. The 14-year agreement averages roughly €120–€122 million annually.

Barcelona Kit Negotiations - Information

According to Laporta, the relationship between Barcelona and Nike had broken down before the new deal was reached. “Barcelona and Nike had broken off cooperation, we were in court, we were about to move to Puma – the situation was critical,” he said. Despite a partnership that has lasted 27 years, Laporta stressed that the club always had to “keep distance and defend our territory,” adding that he does not want Nike controlling Barça.

Laporta admitted that Barcelona used the Puma option as negotiation leverage. “We told them we were going to sign with Puma and that we were ready to produce our own sportswear. It was a strategy to make them believe us,” he explained. The process lasted two years, with both sides showing little trust. “If things continued like this, we would end up with Puma.”

Laporta also confirmed that Barcelona have their in-house kits in the warehouse, but "probably won’t sell them".

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President Laporta hired an external advisor who got paid €50 million

What was and is very controversial is how advisor Darren Dein played a role in the negotiations. Laporta clarified that Dein’s commission was shared between both parties, with Barcelona paying 1.5% (around €28 million of the overall, around €2 billion) and Nike 1.25%. Dein had previously worked on the Puma alternative and was also involved in closing the Spotify sponsorship deal. Dein was hired by Laporta and earned an incredible €50 million from the new deal.

In the end, Nike matched Puma’s binding offer. “When Nike made a very good offer that anyone else would have accepted, we stayed firm because we wanted the best deal on the market,” Laporta said. “Darren Dein presented Puma’s binding offer, and Nike matched it.”

Laporta concluded by stating that Barcelona now has “the best sportswear contract on the market.”