Puma Football Portfolio: La Roja now, Bafana Bafana soon?

Hi guys,
Puma football counts a new member in its portfolio. The Chilean National Team. The famous “Chi Chi Chi! Le Le Le! Viva Chile” will be sung by players wearing Puma kits. Counting already Uruguay among its members, Puma strengthens its presence in South America next to football giants Brasil and Argentina, sponsored respectively by Nike and adidas. Puma launched the Chile kits during the game against Uruguay yesterday.

Chile was greatly inspired as they beat their South American neighbours 2-0 at the Estadio Nacional de Chile. Marcelo Bielsa’s team will be wearing their new sponsored kits the entire 2010-2011 season, including the Copa America in July. According to Puma, the new kit is part of the PUMA PowerCat Collection, which is inspired by ‘raw’ football and a player’s primal instinct of fight versus flight.

Chile is the newest member of the PUMA family to represent the PowerCat Collection and is joining the ranks of PUMA-sponsored football teams Italy, Switzerland and Uruguay who are also outfitted in PowerCat kits.  [Source: Puma.com]


Also, persistant rumours outline that Puma signed a deal with the South African Federation. The “Bafana Bafana” were sponsored by adidas since 1998, and their partnership was going to an end by end 2010. Nike and Puma were bidding to add Parreira’s team to their portfolio, and supposedly, Puma caught the right wagon.

In that case, Puma does confirm its strong football commitment to the African teams. After Cameroon, Algeria, Ivory Coast, Ghana, Egypt, Jochen Zeitz’s brand would add another significant African symbol to its portfolio. With the utilisation of African assets such as Kehinde Wiley, and activations such as Puma Africa Unity Kit, it could be a major move.

I keep an eye on an official statement confirming or not that the Bafana Bafana joins the Puma family and will let you guys know.

Stay tuned!

Karl Lusbec


3 thoughts on “Puma Football Portfolio: La Roja now, Bafana Bafana soon?

  1. Hello Karl,

    It appears tha my national team, DR Congo, is no longer in contract with Airness. The national team has been sporting off-the-rack kits by Hummel since the commencement of the Cup of Nations Qualifiers. Karl, having worked for Adidas, why would you not go after a country with a population exceeding sixty-nine million inhabitants? There is no market?


  2. Hi FABO,
    Malamine Koné (Airness Boss) put great efforts to sponsor African teams (DR Congo, Mali, Burkina-Faso, Guinea).

    Sponsoring a football team is not necessarily a matter of population size, but a several component equation. To name a few; Global relevance, team records, players, market size in terms of GDP, distribution channels etc etc.

    As I said in my previous comment, global brands are focusing on major clubs and federations. The main reasons beeing costs saving, and focusing resources on few but very powerful assets to maximise their ROI.

    With nowadays economic environment, global brands cannot justify to sponsor all teams and federations, and have to make strategic choices.


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