Puma AG is wasting no time in capitalizing on of its expanded presence in the 2006 World Cup that is being held this month on its home soil, announcing last week that it is already ramping up its efforts for the 2010 World Cup 2010 to be held in South Africa. Puma has already had a strong showing at the current World Cup, fielding twelve teams, including Italy, which provided a lot of exposure for the brand in its tie with the U.S. team on Saturday, and Ghana, which came up big with a shutout win against the Czech Republic in a match of the two Puma teams over the weekend.
Puma said it has set a dual goal of furthering support for African football and continuing to gain market share. “Only 1,295 days left until the 2010 World Cup,” said Puma CEO Jochen Zeitz at a press conference in Johannesburg last week. “PUMA is very proud to be the official kit supplier of over 10 African teams and is already certain to make a strong mark at the first World Cup ever set on African soil.”
The company said in a release last week that it estimates the sales potential in Africa at four times higher than current sales level and it will “considerably tap into this potential over the next five to six years.”
But Puma is also emphasizing that economic interests are not the only driver for their long-term commitment on the African continent. The company actively supports the development of African football with aid projects such as football camps and is also cooperating in the charity campaign United for Africa, the most significant aid organization for Africa in Germany, with whom Puma will jointly gather donations and awareness.
