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Marketing and Sponsorship

Puma Seeing Success With Celebrity Endorsers Compared To Big-Name Athletes

Puma's decision to sign Rihanna as a creative director in '14 "appears to have paid off," as the brand has credited the singer for the "fantastic development" of its women’s category, according to Sara Germano of the WALL STREET JOURNAL. Puma saw a 7% jump in sales for its women's category in '16. Industry execs have "long grappled" with the debate as to whether celebrities or sports stars are "more effective endorsers." Puma CEO Björn Gulden said, "It’s unfortunately very difficult to find a female athlete that means something in China, in Norway, in the U.S., and in Germany. If you do, it’s coming from someone in entertainment. On the men’s side, it’s very different. You can probably name 10 basketball players who mean something all over the world, same with soccer." Germano noted Puma has "expanded its roster of female celebrities since Rihanna to include reality-television star Kylie Jenner and singer Selena Gomez" (WALL STREET JOURNAL, 1/13).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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