PUMA Announces Partnership with Centauro
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."