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SBD Global/January 21, 2013/Marketing and Sponsorship

Puma Partners With Largest Sporting Goods Retail In Latin America

Puma has entered a partnership with Brazilian sporting goods retail chain Centauro which it will sub-license the branding rights to four of its partnered African federations; Ivory Coast, Ghana, Cameroon and Senegal. The partnership is effective through to the end of the 2014 FIFA World Cup and through this deal, the four African federations will carry Centauro branding on licensed training wear, perimeter boards at training facilities and press walls. From the outset of the partnership, licensed product including replica shirts will be on sale in Centauro stores in Brazil. Puma and Centauro will work closely together to activate a marketing campaign in which Ivory Coast and Man City midfielder Yaya Touré will feature. The Puma sponsored footballer and CAF African Player of the Year for '11 and '12, will feature within ATL and BTL campaigns to promote the availability of the Ivory Coast, Ghana, Cameroon and Senegal replica kits and licensed product within Centauro stores (Puma). MAQUINADOESPORTE reported terms of the deal were not disclosed. Puma Commercial Dir Stefano Caroti said, "African football is experiencing a growing profile and credibility in Latin America, a region with an expanding market and clear commercial opportunities to capitalize on the demand of consumers for licensed product" (MAQUINADOESPORTE, 1/18).
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