The sportswear brand is paying €4 million to the North Koreans, which play their first finals in 44 years and face Brazil in their first group stage game on June 15.
Legea outbid Chinese brand Hongxing Sports, which used to be North Korea’s shirt supplier, and possibly other European brands.
Competition came despite Ri Kang Hong, the country’s football association assistant general secretary, saying last month that it was hard to find a sponsor as there is no market for sports apparel in North Korea.
Legea marketing director Daniele Nastro told Bloomberg that the contract includes a €10 million bonus if the country wins the World Cup, but admitted that this is “probably not going to happen”.
