Puma forays into professional sports league with WNBA sponsorship

WNBA signs PUMA as official sponsor

Puma is making continuous strides to claim its resurgence in the basketball business returning after 20 years.

Women’s National Basketball Association (WNBA) has announced on its official Twitter handle that it has inked a partnership with Puma’s Basketball Division, marking the German sportswear giants first deal with a professional sports league.

The deal marks Puma’s entry into the top division of Men’s and Women’s professional basketball ever since its last deal with NBA star Vince Carter in 1998. Puma’s WNBA debut will come during Saturday’s All-Star Game at the Target Center in Minneapolis, Minnesota which will see Puma’s Women brand ambassador Skylar Diggins-Smith, a four-time WNBA All-Star, showcasing her new sneaker, Clyde Court Disrupt.

Puma, as the official sponsor, will now be able to leverage from its presence in the WNBA games and will also have access to the players for various promotional campaigns and brand activations.

In June, Puma has announced that it is going to enter the basketball business after nearly a 20-year absence from one of the most popular and richest sport. American rapper Jay-Z has been appointed as the creative director of Puma’s basketball operations.

Puma, after the announcement, inked multiple deals with individual NBA players, including top draft picks Deandre Ayton and Marvin Bagley III, as well as Celtics guard Terry Rozier, whose deal was made public this week.

Shortly after, Puma announced that it has inked a multi-year partnership with US-based The Basketball Tournament (TBT) – the $2 million, winner-take-all summer basketball event broadcast live on ESPN – marking its first entry into the sport.

Puma has reported 15 per cent sales growth in the second quarter of 2018 on a currency-adjusted basis. CEO Bjorn Gulden said its return to the basketball category has been well-received by retailers and fans. But the German company’s stock price fell in the aftermath of the earnings report after it failed to lift its earnings outlook.

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