Puma Backs African Nations Coverage

Sportswear giant Puma has struck a broadcast sponsorship deal with Eurosport to sponsor the pan-European broadcaster’s coverage of the upcoming African Cup of Nations football tournament.

Puma will use the association to promote its new v1.08 football boot by becoming the pan-European channel event sponsor and is running a futuristic animation-led campaign across both Eurosport and Eurosport 2 during the biennial tournament, which gets underway in Ghana on Sunday, January 20th.

Puma is outfitting 9 of the 16 teams at this year’s African Cup of Nations and is a major supporter of African football. 

Puma’s “Until then…” campaign positions the new boots as an extension of super human powers. Its concept being that until the day arrives when we have bionic powers; the v1.08 is the optimum footwear available for on-field performance. 

Puma’s integration will feature billboard and spot advertising, with editorial elements of “behind the scenes” and “making of” the campaign featuring in Eurosport’s Eurogoals and Eurosport Buzz youth programming.

The deal was brokered by media agency ZenithOptimedia.

All 32 matches from the tournament will be broadcast live with 29 shown on Eurosport and 3 on Eurosport 2.

The African Cup of Nations features a number of high profile Premier League players such as Didier Drogba and Michael Essien.