Sweet advertising deal for Puma

New York marketing agency Syrup has been appointed to promote Teamsport, the sportswear manufacturer Puma's soccer-focused brand. The agency will create adverts highlighting Puma-sponsored teams at the 2010 Fifa World Cup.

PumaLength of contract: 1 year | Annualised value: US$3 million | Overall value: US$3m

New York marketing agency Syrup has been appointed to promote Teamsport, the sportswear manufacturer Puma's soccer-focused brand.

The agency will create adverts highlighting Puma-sponsored teams at the 2010 Fifa World Cup, as well as the company’s involvement in cricket, handball and rugby. But Puma claim it was Syrup’s passion for soccer that had landed them the deal.

"As our business is growing, as the intensity of the competition of the industry is growing, I needed real soccer freaks," said Puma's global chief marketing officer Antonio Bertone.

"They have a great design sense, they have a great philosophy about their shop.

"I also loved that the principals were foreign. Foreigners working in America is kind of a nice perspective."

Jakob Daschek, the Swedish chief creative officer of Syrup, added: "As real football fanatics, this is a perfect account for us to approach the creative from a different angle and bridge the worlds off design and sports with a unique Puma attitude."