What has Alaves announced?

Alaves has terminated its four‑year deal with Puma and signed a partnership with Italian firm Macron to supply the technical kit from next season onward. The announcement, made on July 9, 2026, includes a refreshed design for the home shirt and training gear.

Why is this change happening?

The club seeks greater visibility and a more lucrative financial offer. According to president José María López de Lacalle, Macron's proposal exceeds the Puma renewal value by 15 % and provides a design line more in tune with the team's Basque identity. The Italian brand also promises a stronger presence in international markets, potentially boosting merchandise revenue.

How does it affect the current season?

Although the new sponsor will take effect next campaign, the decision arrives at a fragile moment. Alaves sits 14th in La Liga with 43 points after 38 games (11 wins, 10 draws, 17 losses) and a recent form of LWWDL. The side has scored 44 goals and conceded 56, a –12 goal difference, and lost 1‑2 to Rayo Vallecano on May 23, 2026. The club trails league leaders Barcelona by 51 points in the title race.

What comes next for the club?

The next step is the official unveiling of the new kit, slated for mid‑August, just before the start of the 2026‑27 season. Macron will also work with the marketing department on a digital campaign highlighting the club's heritage and future. Fans are already eager to see the new crest on the shirt while the coaching staff focuses on improving league results.

How are supporters reacting?

Social media feedback is mixed. Some fans praise Macron's modern design, while others miss Puma, the brand that grew with the club in recent years. Nevertheless, most acknowledge the need for an economic boost to strengthen the squad and avoid another relegation battle.