Puma sponsors Eurosport coverage of African Cup of Nations

by Jacquie Bowser, Brand Republic 08-Jan-08, 15:20

LONDON - Sportswear retailer Puma has signed as sponsor of Eurosport's television coverage of the African Cup of Nations football tournament.

Puma is using the sponsorship to promote its new v1.08 football boot and will run a futuristic, animation-led campaign across both Eurosport and Eurosport 2 during the biennial tournament, which begins in Ghana on Sunday January 20.

The manufacturer's "Until then..." campaign positions the new boots as an extension of super human powers -- the concept being that until humans have bionic powers, the v1.08 is the best footwear available for on-field performance.

The campaign will feature on billboards and in television spots, plus editorial segments will feature in Eurosport's 'Eurogoals' and 'Eurosport Buzz' youth programmes, showing behind the scenes footage and the making of the campaign. ZenithOptimedia brokered the deal.

All 32 matches of the tournament, which features world-class players including Samuel Eto'o, Didier Drogba, Frederic Kanoute and Michael Essien, will be broadcast live on Eurosport or Eurosport 2.

Jacques Raynaud, vice-chairman of Eurosport, said: "[The African Cup of Nations] is now a leading event in the global sporting calendar and will provide a strong environment for Puma to reach young, passionate football fans."