THE PUMA SPORTS and lifestyle brand has signed a partnership agreement for the up coming Indian Grand Prix as the official merchandise sponsor of the Buddh International Circuit for all its motorsport events.
As part of the deal struck with the event’s promoters, Jaypee Sports International, the Puma Motorsport collection will be available at retail kiosks at the (Buddh International) Circuit for the Airtel Indian Grand Prix on October 30 and across all Puma outlets in India.
With Airtel’s five-year title sponsorship deal for the Indian Grand Prix worth a reported $13m per year, Frontiers values the Puma deal – the first F1 Grand Prix circuit deal struck by the company – at between $1m and $1.5m.
The move is consistent with Puma chief executive Jochen Zeitz’s strategy of targeting of growth opportunities in motor racing sponsorship as the sport extends its reach into new markets. Puma's focus, he said, is on expanding its brand in emerging markets such as Eastern Europe, China and India.
The deal adds to Puma’s presence in Formula One, led by its flagship partnership with Scuderia Ferrari, a six-year relationship which was extended in June for three more years to 2014.
Puma is also official supplier to Ducati in MotoGP