Interview with Puma SA Marketing Director

South Africa (Source: SoccerWires)

Brett Bellinger is the Marketing Director at Puma South Africa and took time to educate us about their involvement with soccer in South Africa.

SW: You sponsor Jomo Cosmos and Moroka Swallows, can you give details on how the agreements are structured?

BB: Nope.

SW: You’re also involved with sponsoring individual players, what qualifies a player to be considered and which players are in your books?

BB: We look at all players but specifically those which espouse Puma values and love the brand anyway – to name a few – Bryce Moon, Surprise Moriri, Brett Evans, Franklin Cale, Tumelo Nhlapo, Bamuza Sono, Moses Spandeel and Mabalane Dikgang.

SW: Jomo Sono and Doctor Khumalo are both soccer legends in SA and are still on your books, is this partnership a lifetime?

BB: To all intents and purposes, yes…

SW: Jomo Sono’s branded boot ‘King’ is one of your best sellers in Africa, how many units have you sold since the partnership with Jomo Sono?

BB: The boot has been around over 25 years – have no idea off hand and we cannot divulge figures.

SW: You’ve 13 African national soccer teams in your books, how is a national team agreement different from a premiership team agreement?

BB: On many different levels including appearances, cash, incentives, product supplied etc etc… our rights in terms of advertising are typically larger as well but to be honest all our contracts are partnerships and we work hand in hand with the teams to be able to launch unique products like the uniqot (one piece kit for Cameroon) and the sleeveless kit (also for Cameroon).

SW: There is a mushrooming of soccer blogs in SA, does Puma see any value in this new medium as compared to traditional media?

BB: Yes

SW: Does Puma have any projects around the forthcoming Confederations Cup and World Cup?

BB: Sure but we cannot divulge info at this point.

SW: Within your soccer product range, what sets you apart from your competitors?

BB: Unique and very individual styling – the product has an edgy positioning and our product silos of speed, power and classic cover all playing styles and player needs.

SW: Are you involved with soccer outside of the PSL in SA?

BB: Yes.

SW: Does Puma allow sponsored teams to sell replicas and how is Puma involved in fighting replica counterfeits?

BB: Yes, we actually push our partners to retail as we believe they are the best vehicle to sell their brand and they derive the obvious financial benefits. We have ongoing involvement with customs and with our legal teams to fight counterfeit and regularly with customs and the SAPS raid problematic retailers and/ or individuals…

See Jomo Somo on fifa.com