How the Amazon Price War could shape the rest of the footballing season

Puma is poised to dominate the sport of football next season after the sale of its soccer and tennis teams.

The US retail giant is set to buy the entire business, and the move is expected to be completed in the coming days.

The move to Puma comes after Puma and rival Amazon agreed a deal worth $13.5bn last year, in a bid to consolidate the sports apparel and technology business and bolster the firm’s bid to capture an increasing share of the sport’s commercial value.

The US firm’s strategy for next season is to focus on the world’s leading footballers, with the aim of making them as popular as they can be.

The two companies are working closely together on a deal, sources said, with Puma hoping to win the rights to the best players in the world, in the hope of attracting them to its own line of clothing and accessories.

Amazon’s deal will allow it to keep a portion of Puma’s revenue streams, including rights to exclusive sporting events and sponsorship deals, and to continue operating its own football training and fitness equipment and technology.

The deal is expected be finalised this week, according to sources familiar with the matter.

The acquisition will help Amazon win a wider market share for its products, which will also help it improve its relationship with the likes of Adidas, the world football’s governing body, which owns the sportswear brand.

A deal is also expected to lead to an increase in the retail price of footballs and other sports gear, a source familiar with Amazon’s thinking told ESPN FC.

The price for a shirt at Amazon ranges from $35 to $150, depending on size.

A pair of Pumas shoes will cost around $125.

A third item, the ability to order online from Amazon, could mean the deal could end up costing as much as $1bn, with potential profits to be made by the retail giant.

Amazon has previously said it wants to make its apparel and sports gear more competitive with rivals by offering cheaper prices and more products for less money.

In the past, Puma has tried to sell the Puma brand to rival brands such as Adidas and Reebok, with each attempt falling flat.

In 2014, Pumans Adidas football team lost its bidding war with Reeboks, with Reboals’ interest in the company’s business declining.

The company is also facing growing competition from Nike, the largest sports retailer in the US, which has a market value of more than $300bn.


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