SBD/Issue 237/Sponsorships, Advertising & Marketing

Puma Signs Usain Bolt To Record-Breaking Sponsorship Contract

Puma Plans To Use Bolt Prominently
In Marketing Leading To London Games

Puma has "extended a sponsorship contract with Olympic sprint champion Usain Bolt until the end of 2013, making the Jamaican the world's most highly sponsored runner," according to Holger Elfes of BLOOMBERG NEWS. Puma said Bolt will play a "pivotal role" in the company's marketing for the '12 London Games, with plans to start the London campaign early next year. Puma officials declined to provide specifics but said the value of the new contract is "by far the largest ever given to a track & field athlete." The company first sponsored Bolt in '03 when he was 16 years old, and this year it introduced the "Bolt Collection," a range of "apparel, footwear and accessories co-designed with the sprinter" (BLOOMBERG NEWS, 8/24). The FINANCIAL TIMES' Roger Blitz reports Bolt is believed to have earned around $1.5M annually from Puma, but "experts believe this new deal will take him into a much higher bracket, on a par with the likes of Real Madrid's Cristiano Ronaldo." Bolt receives a share of sales from the Bolt Collection, and an "element of his earnings from Puma is related to his performance" (FT.com, 8/24).

TRULY A LIGHTNING BOLT: SPORT.co.uk's Andrew Allen reported Inter Milan F Samuel Eto'o has joined forces" with Bolt to "launch Puma's latest football boot dubbed 'the lightest in the world.'" The Puma v1.10 SL Lightning will be released in a limited quantity of 2018 pairs and "features Jamaica's colours of yellow and green as well as the motto: Out of Many, One People" (SPORT.co.uk, 8/20). 

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