Just prior to the start of the Women’s Professional Soccer season, brand PUMA and WPS announced an exclusive partnership making PUMA an official founding partner of the new league and an official sponsor of all WPS franchises.
The multi-year partnership makes PUMA the official sport and lifestyle apparel, footwear and equipment supplier of WPS, including the official WPS Match Ball. In addition to on-field performance wear, PUMA will outfit the athletes and teams at all WPS-related events, activities and WPS appearances in sportlifestyle apparel. This partnership kicked off last month and will see PUMA collaborating with WPS to enhance the game of women’s soccer and will act as the foundation in the PUMA Women’s category.
That’s just the start for PUMA, which will have its name and logo on the league’s balls, uniforms, goalkeeper equipment, even sports bras. “Women’s soccer is on a tremendous growth pattern in the U.S.,” says Jochen Zeitz, chief executive of PUMA. “This is a huge opportunity for us.”
PUMA’s decision to join forces with WPS is part of an effort to target its marketing to young women. The company already has a footwear deal with Brazilian star Marta Vieira da Silva who is widely recognized as the best female soccer player in the world and currently playing for the Los Angeles Sol. PUMA also has a deal with U.S. national team player Leslie Osborne, who will be playing for FC Gold Pride.
Given PUMA’s name recognition and reach in soccer, the deal is a milestone for the new women’s league, especially amid a global recession. Kudos PUMA. And Kudos Abily and Marta for bringing such energy and excitment to the game.