Puma has signed a deal with sports network Eurosport to sponsor its live coverage of the forthcoming African Cup of Nations.
The sportswear brand is using the deal, brokered by media agency ZenithOptimedia, to promote its new ‘Until then…’ campaign that has been developed to promote the new v1.08 football boot. The campaign will run throughout the duration of the tournament which runs from 20 January until 10 February.
Puma will be associated with the screening of the tournaments, as well as other parts of the campaign such as ‘behind the scenes’ and ‘making of’ features that will be shown during Eurosport’s Eurogoals and Eurosport Buzz youth programming.
The majority of matches will be broadcast live on Eurosport, with the remaining games airing on Eurosport 2.
This is the Behind the Scened video for PUMA's new TV commercial and shows the intricate details used to create it. It features soccer players like Buffon, Anelka, Crouch and Eto'o. The commercial will be for PUMA's new v1.08 boot and the video is based on the new technology used to make the boot.
The new campaign, created by Danish advertising agency RBMS, uses the idea that the new boots are then next best thing to having super powers and can enhance the on-field experience.
Jacques Raynaud, vice chairman of Eurosport, said: “We are delighted that Puma will be associating its new product and brand with Eurosport’s comprehensive coverage of the African Cup of Nations. It is now a leading event in the global sporting calendar and will provide a strong environment to Puma to reach young, passionate football fans.”
Eurosport is a pan-European sports channel that broadcasts in 59 countries.