Puma gives WPS a lift

Women’s Professional Soccer said Puma AG has become its first league sponsor, providing shoes, uniforms and equipment to the startup league.

San Francisco-based WPS said the multi-year deal gives Puma rights to promotions and advertising at matches and via print, online and TV spots. The deal is valued in the low-seven figures annually, according to a league source.

Given Puma’s name recognition and reach in soccer, the deal is a milestone for a new women’s league planning to launch in April 2009 amid a global recession. WPS is working to line up at least two other major sponsorship deals before it starts play. The league has held discussions with companies in industries including health and beauty, fast food, beverage and insurance.

WPS has fielded seven teams across the country, including one in Santa Clara, FC Gold Pride. WPS is the second effort in the United States for a pro soccer league for women. It replaces Women’s United Soccer Association, an entity that shut down in 2003 after three seasons amid low TV ratings and small stadium crowds.

Puma will promote WPS games and teams at retail locations, giving the league visibility that it needs as it seeks to solidify its fan base.

In backing WPS, Puma intends to boost its connection with girls, young women and their moms, a group that WPS expects will comprise its core fan group. Puma is the third largest seller of footwear behind Nike and Adidas globally.

Puma already has several deals with female soccer players. The German company has a contract with Marta Vieira da Silva of Brazil, considered one of the world’s top female players, who was drafted by WPS’ Los Angeles franchise. Puma also has a deal with U.S. national team player Leslie Osborne, who will be playing for FC Gold Pride.

Puma’s other soccer deals include European men’s national teams like Italy, Austria, Switzerland, Bulgaria and Czech Republic. Puma sponsors 11 African soccer federations. In the United States, Puma has deals with Major League Soccer players like Matt Reis, Brian Ching and Dwayne De Rosario.

All contents of this site © American City Business Journals Inc. All rights reserved.