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Marketing and Sponsorship

Puma, Rihanna Agree On Multi-Year Endorsement Deal Starting In 2015

Athletic-wear maker Puma said Tuesday that it would launch a multi-year partnership with pop star Rihanna "as part of the athletic-apparel maker’s attempt to burnish its faded image," according to Ellen Emmerentze Jervell of the WALL STREET JOURNAL. The company said that Rihanna will become the German brand’s “global ambassador” for women’s fitness and serve as its creative director for women’s products. Puma said that she "will directly influence the product-design process starting as soon as this spring." Terms of the deal were not disclosed. Puma CEO Bjørn Gulden said, “Market research shows that Rihanna, although she’s not an athlete, is an icon for our main target group. She is putting strength to the brand in an era when we need it.” This year Puma launched its biggest marketing campaign in years, under a new slogan, “Forever Faster.” Rihanna, whose full name is Robyn Rihanna Fenty, "will be the new face of its campaign" (WSJ, 12/16).

SBJ Morning Buzzcast: March 18, 2024

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On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

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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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