Puma Becomes First WPS League Partner, Will Provide Jerseys
Women's Professional Soccer (WPS), the new league which will debut in the spring, has signed Puma as its first league partner (WPS). The three-to-five-year deal makes Puma the league's official athletic sponsor, as well as apparel and ball supplier. The agreement includes a mix of value-in-kind, marketing, media and cash commitments that sources valued in the low seven-figures annually. Puma will design and supply all seven teams with uniforms. It will unveil the uniforms for every team in the first quarter of '09. It also will carry WPS uniforms and apparel in more than 50 retail locations around the U.S. WPS Commissioner Tonya Antonucci said, "In terms of authenticity, Puma is one of the big three global soccer brands, so we achieve that stamp and the stamp of its brand, which is one of sports lifestyle and women's fitness. It resonates well with what our brand is all about." Puma North America President & GM Jay Piccola said, "Timing is everything and we think the timing is right for women's soccer in America. It's a property that reinforces our football brand and an opportunity to further commit to our (female) consumer. How we tie it together with women's fitness and footwear down the line is critical to the success of this partnership." This is Puma's first league-level partnership in the U.S. (Tripp Mickle, SportsBusiness Journal). The WALL STREET JOURNAL's Matthew Futterman cites sources as saying Puma will pay around $10M for the three-year deal. As part of the agreement, players who "don't have existing deals with other cleat makers ... will wear Pumas during WPS games." The Puma name and logo will be on the league's "balls, uniforms, goalkeeper equipment, even sports bras." The move by Puma to partner with the WPS is "part of an effort to target its marketing to young women." Puma CEO Jochen Zeitz: "Women's soccer is on a tremendous growth pattern in the U.S." (WALL STREET JOURNAL, 12/15).
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