Puma Announces Partnership with Centauro

                   Puma Announces Partnership with Centauro

PR Newswire

JOHANNESBURG, January 18, 2013

JOHANNESBURG, January 18, 2013 /PRNewswire/ --

New Sub-License Deal with PUMA-Partnered African Football Federations Will
Increase Prominence of African Football in Latin America

PUMA^® announced today that it has entered a partnership with Centauro, the
largest sporting goods retail chain in Latin America, through which it will
sub-license the branding rights to four of its partnered African federations;
Ivory Coast, Ghana, Cameroon and Senegal. The partnership is effective from
January 2013 through to the end of the 2014 FIFA World Cup^® and through this
deal, the four African federations will carry Centauro branding on licensed
training wear, perimeter boards at training facilities and press walls.

 (Photo: http://photos.prnewswire.com/prnh/20130118/588994-a )

 (Photo: http://photos.prnewswire.com/prnh/20130118/588994-b )

 (Photo: http://photos.prnewswire.com/prnh/20130118/588994-c )

From the outset of the partnership, licensed product including replica shirts
will be on sale in Centauro stores in Brazil. To drive visibility of this
growing focus on African football in Centauro stores, PUMA and Centauro will
work closely together to activate a marketing campaign in which Ivory Coast
and Manchester City midfielder Yaya Touré will feature. The PUMA sponsored
football star and CAF African Player of the Year for 2011 and 2012, will
feature within ATL and BTL campaigns to promote the availability of the Ivory
Coast, Ghana, Cameroon and Senegal replica kits and licensed product within
Centauro stores.

Stefano Caroti, Chief Commercial Officer for PUMA commented: "This new
relationship with Centauro is a positive move for the brand and a
demonstration of our continued commitment to African football. Our journey
with the football on this continent began more than ten years ago and we
continue to maintain this. African football is experiencing a growing profile
and credibility in Latin America, a region with an expanding market and clear
commercial opportunities to capitalise on the demand of consumers for licensed
product. Through this partnership with Centauro, we hope to further drive the
visibility of our partnered African federations and African football in the
2014 FIFA World Cup^®."

Speaking about the new partnership, Centauro owner Sebastião Bomfim Filho
said: "We are very excited to be working with PUMA and there's some very
interesting marketing activations in the pipe line which will be rolled out
through 2013, ultimately building up to the FIFA World Cup^® Brazil 2014, when
desire for licensed football product will be at its peak. We've seen a growth
in our region in the interest for African football, and this is an opportunity
that we're keen to capitalise on. PUMA is the brand with the greatest footing
in African football and is therefore the perfect partner for this endeavour."

For additional media material and information, visit


PUMA is one of the world's leading Sportlifestyle companies that designs and
develops footwear, apparel and accessories. It is committed to working in ways
that contribute to the world by supporting Creativity, SAFE Sustainability and
Peace, and by staying true to the principles of being Fair, Honest, Positive
and Creative in decisions made and actions taken. PUMA starts in Sport and
ends in Fashion. Its Sport Performance and Lifestyle labels include categories
such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion
features collaborations with renowned designer labels such as Alexander
McQueen and Mihara Yasuhiro. The PUMA Group owns the brands PUMA, Cobra Golf
and Tretorn. The company, which was founded in 1948, distributes its products
in more than 120 countries, employs about 11,000 people worldwide and has
headquarters in Herzogenaurach/Germany, Boston, London and Hong Kong. For more
information, please visit http://www.puma.com


Centauro is the largest retail chain of sporting goods in Latin America. With
169 stores in 23 States, it also has an e-commerce operation Centauro.com.br.
The brand belongs to the SBF Group, a company that closed 2012 with sales of
R$ 2 billion. Founded in 1981, Centauro introduced in Brazil the unprecedented
model of sporting goods megastore, when it decided to offer in a single place,
clothing, accessories and a variety of sporting gear, as well as to allow even
greater experimentation and involvement of consumers with products before
deciding on the purchase. Last year, the SBF Group sold minority stakes of 30%
to GP Investments. The capital stemming from this operation will allow the
group to retain its leadership position in the Latin American sporting goods
retail segment, consolidating its expansion process.

Media Contacts:


Tim Stedman, International PR, PUMA -Tim.stedman@puma.com- +49-9132-81-2961


Juliana Decanine, Giusti Comunicação - juliana@giusticom.com.br - +
Maria Rita Teixeira, Giusti Comunicação - mariarita@giusticom.com.br -
Agatha Abreu, Giusti Comunicação - agatha@giusticom.com.br - +5511-5502-5460

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