In 1992, after the dissolution of the local football club
CD Málaga, he became part of the board at the new
Málaga CF, serving as vice president to Federico Beltrán. In 1997, Puche bought out Beltrán and became president of the club, who were in the third-tier
Segunda División B. He fired manager
Tolo Plaza and hired
Ismael Díaz. His first signing was former
Boca Juniors player
Pablo Trobbiani, who hardly played, while other signings such as
José María Movilla and
Sandro played a bigger part in the team's
promotion as champions. With the team playing in the
Segunda División for
1998–99, Puche brought in
Joaquín Peiró as manager. Mass media company
Grupo Zeta, owned by
Antonio Asensio, provided the investment for 19 new players, including
Catanha and
Francisco Rufete. Puche predicted that the club would be promoted on 30 May, his
name day after
Ferdinand III of Castile; this came to be with a 3–2 home win over
Albacete with three games remaining. Puche met the player's €13 million
release clause but he chose not to leave. In September 1999, the three public bodies reached an agreement in which a new
public limited company would be in charge of renovating the stadium, while operation of the ground would be leased to the football club for 50 years and an annual rent of one peseta. With Málaga secure in the top flight but facing financial issues, Puche resigned in 2001 during a dinner at a fan club in
Manzanares, Ciudad Real. ==Tobacco smuggling==