Morocco’s football federation may have strong grounds to renegotiate its equipment sponsorship agreement with Puma, as the commercial value of the Atlas Lions has surged since the deal was signed in 2019, according to an analysis published by Moroccan business outlet Médias24.
The report argues that the partnership was concluded when Morocco was a mid-ranking football nation with limited international marketing appeal. Since then, the Atlas Lions have dramatically raised their profile through a historic run to the semifinals of the 2022 World Cup, a quarterfinal appearance at the 2026 tournament, and a rise into the top tier of international football.
According to estimates cited by Médias24, the Puma agreement signed in 2019 included an annual fixed payment of around €1.5 million, performance bonuses tied to World Cup qualification and Africa Cup of Nations success, and the provision of equipment for Morocco’s national teams.
The overall value of the partnership was estimated at between €12 million and €18 million over its lifespan.
The publication contends that those figures no longer reflect Morocco’s current sporting and commercial standing. With increased global visibility, stronger merchandise sales and growing engagement across digital platforms, Morocco now represents one of Africa’s most valuable national football brands, it said.
The analysis suggests that a future agreement could command a substantially higher guaranteed annual payment, increased performance bonuses and a share of worldwide merchandise revenues. It estimates the annual value of a revised contract could range from €8 million to €15 million, with some comparisons suggesting a figure above €20 million would not be unrealistic.
