Puma, the sportswear manufacturer, expects the final quarter of 2009 to remain in line with the rest of the year but is counting on a big boost next year from its African soccer partnerships, in the year that the Fifa World Cup is held on the continent for the first time.

Puma was handed a major boost in 2006, when Italy won the World Cup in Puma kits, and last year when Usain Bolt celebrated his Olympic gold medals by holding up his gold Puma spikes. The company is hoping for a similar boost from the World Cup, as well as the Africa Cup of Nations, to be held in Angola in the New Year.

Both Ghana and the Ivory Coast have already qualified for both competitions, and both countries' partnerships with Puma are expected to be a major fillip for the manufacturer, with star Premier League players such as Didier Drogba and Michael Essien set to appear for the two teams. Italy have also qualified for the World Cup, giving the company hope of a repeat of 2006's result.

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Puma's third-quarter 2009 earnings were €98 million before interest and tax - a 21.6 per cent fall on the same period in 2008. "The business environment has continued to be as challenging as we had expected, which resulted in a decrease in sales and profits," Puma chief executive Jochen Zeitz said in the company's report.

"Despite this most difficult market, we generated a profit in all three quarters so far and we expect to be profitable in fourth quarter again. We hope to see first signs of an improving business environment in the run up to the Football World Cup in South Africa, where Puma - through its strong ties with African football - has a home field advantage."