Puma Ocean Racing Wins European Sponsorship Award. 2


During the last Volvo Ocean Race, we were consistently impressed by the way the Puma Ocean Racing team brought all of its sports marketing experience and consumer marketing style to yacht racing. It seems that we weren’t the only ones.

PUMA has been recognised by winning the European Sponsorship Award for the best International Sponsor campaign for their effort during the Volvo Ocean Race. PUMA was short-listed for two categories; business to consumer and international.

The PUMA campaign was innovative, fun and engaging. The boat’s distinctive red and black shoe livery was bold and memorable and PUMA brought their mobile pop-up stores to all eleven ports.

PUMA City, a tour de force of architecture and design captured the imagination of audiences outside of sailing and even outside of sport. The massive 11,000 square-foot structure is made from twenty-four, forty-foot long steel shipping containers, each weighing in at eleven tons. Built in China and designed to be a mobile unit In addition to retail efforts, PUMA also engaged consumers through social networking channels such as a blog, Facebook, YouTube, Twitter and an iPhone application.

PUMA’s Volvo Ocean Race campaign was the most innovative marketing campaign ever taken on by the company. With their eye-catching boat il mostro, PUMA was able to secure the greatest media exposure of all the individual boats, a great accomplishment for a single boat team. PUMA Ocean Racing received the most television coverage and the second most print coverage.

Antonio Bertone, Chief Marketing Officer said:

“It’s a real honor to be nominated for this award. We entered into the sailing category with the overall goal of making sailing inclusive and inviting new people into the sport. Our PUMA Ocean Racing team brought sailing to places in the world that have never seen sailing as an extreme, competitive sport. Our entry into the Volvo Ocean Race helped us show the world we’re serious about sailing and are committed to this new category.”

PUMA has entered a new premium category for sailing and was the only Sportlifestyle company to participate in the Volvo Ocean Race 2008-2009, where PUMA’s il mostro boat won an impressive 2nd place finish. Alongside PUMA’s entry in the Volvo Ocean Race, PUMA launched a full range of marine clothing and apparel, from offshore sailing gear to onshore lifestyle fashion. The PUMA Sailing Performance collection was developed and tested by the PUMA Ocean Racing team itself, and was worn by the team throughout the Volvo Ocean Race 2008-2009. The PUMA Sailing Lifestyle collection takes inspiration from the sport.

  • christophebaudry

    The 33 million euros figure given by Puma relating to media value generated by print and TV exposure is really interesting if we compare with Vendée Globe figures. In this case the value is generated mainly by the brand PUMA, and not by a sum of skipper name exposure and sponsor exposure as in Vendée Globe race, due to the main place taken by the skipper in single-handed offshore racing. Even if the budgets are quite different between a Vendée Globe project and a VOR one (about 10 million euros on a 4 years schedule compared to 15-20 million on a 3 years basis in the VOR) that's also the reason why some french companies present on international markets, as Groupama are now interested by VOR. And it's really a good thing.

  • christophebaudry

    The 33 million euros figure given by Puma relating to media value generated by print and TV exposure is really interesting if we compare with Vendée Globe figures. In this case the value is generated mainly by the brand PUMA, and not by a sum of skipper name exposure and sponsor exposure as in Vendée Globe race, due to the main place taken by the skipper in single-handed offshore racing. Even if the budgets are quite different between a Vendée Globe project and a VOR one (about 10 million euros on a 4 years schedule compared to 15-20 million on a 3 years basis in the VOR) that's also the reason why some french companies present on international markets, as Groupama are now interested by VOR. And it's really a good thing.