Length of contract: 3 years | Annualised value: US$1 million | Overall value: US$3m
Puma has become the American Women’s Professional Soccer (WPS) league’s first sponsor, providing boots, kits and equipment to the start-up league.
The milestone, multi-year deal gives Puma the rights to promotions and advertising at matches and via print, online and TV spots.
The league is set to launch this April, and is aiming to secure at least two other major sponsorship deals before it starts play.
Puma will promote WPS games and teams at retail outlets, giving the league the exposure it needs to help build up a solid fan base.
In backing WPS, Puma intends to boost its connection with girls, young women and their mothers; a group that WPS expects will comprise its core fan group.
WPS replaces Women’s United Soccer Association, which shut down in 2003 after three seasons after only attracting a minority TV audience and small stadium crowds.