New Sub-License Deal with PUMA-Partnered African Football Federations Will Increase Prominence of African Football in Latin America
JOHANNESBURG, Jan. 18, 2013 /CNW/ - PUMA® announced today that it has entered a partnership with Centauro, the largest sporting goods retail chain in Latin America, through 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 from January 2013 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. To drive visibility of this growing focus on African football in Centauro stores, PUMA and Centauro will work closely together to activate a marketing campaign in which Ivory Coast and Manchester City midfielder Yaya Touré will feature. The PUMA sponsored football star and CAF African Player of the Year for 2011 and 2012, 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.
Stefano Caroti, Chief Commercial Officer for PUMA commented: "This new relationship with Centauro is a positive move for the brand and a demonstration of our continued commitment to African football. Our journey with the football on this continent began more than ten years ago and we continue to maintain this. African football is experiencing a growing profile and credibility in Latin America, a region with an expanding market and clear commercial opportunities to capitalise on the demand of consumers for licensed product. Through this partnership with Centauro, we hope to further drive the visibility of our partnered African federations and African football in the 2014 FIFA World Cup®."
Speaking about the new partnership, Centauro owner Sebastião Bomfim Filho said: "We are very excited to be working with PUMA and there's some very interesting marketing activations in the pipe line which will be rolled out through 2013, ultimately building up to the FIFA World Cup® Brazil 2014, when desire for licensed football product will be at its peak. We've seen a growth in our region in the interest for African football, and this is an opportunity that we're keen to capitalise on. PUMA is the brand with the greatest footing in African football and is therefore the perfect partner for this endeavour."
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PUMA is one of the world's leading Sportlifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as Alexander McQueen and Mihara Yasuhiro. The PUMA Group owns the brands PUMA, Cobra Golf and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs about 11,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more information, please visit http://www.puma.com
Centauro is the largest retail chain of sporting goods in Latin America. With 169 stores in 23 States, it also has an e-commerce operation Centauro.com.br. The brand belongs to the SBF Group, a company that closed 2012 with sales of R$ 2 billion. Founded in 1981, Centauro introduced in Brazil the unprecedented model of sporting goods megastore, when it decided to offer in a single place, clothing, accessories and a variety of sporting gear, as well as to allow even greater experimentation and involvement of consumers with products before deciding on the purchase. Last year, the SBF Group sold minority stakes of 30% to GP Investments. The capital stemming from this operation will allow the group to retain its leadership position in the Latin American sporting goods retail segment, consolidating its expansion process.
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