PUMA at the EURO 2006

July 27, 2006

PUMA for the first time one of the main sponsors at the Athletic European Championship 2006 in Gothenburg


Stockholm, Herzogenaurach/ July 27th 2006 – PUMA is for the first time one of the main sponsors of the Athletic European Championships. This year, the event is to take place in Gothenburg, Sweden, from the 7th until the 13th of August at the Ullevi stadium. PUMA has closely cooperated with the Swedish Athletics Association since 2004 and is the proud kit supplier of the Swedish national team, which has been very successful on an international basis in the past few years and was voted “Federation of the year 2004”.

The EURO 2006 will have 1400 athletes from 49 countries participating in the Championships; around 2000 media representatives are accredited to cover the event. 65 000 000 TV spectators are expected to follow the competitions each day, 32 000 will assist at the Championships in the Ullevi stadium. As one of the main sponsors, PUMA will outfit a total of 3000 volunteers during the EURO 2006 week.

“PUMA has been strongly connected with athletics for many years, `Running´ being one of PUMAs core business segments. With our sponsorship, we will further enhance the brand’s visibility in this category and strengthen PUMAs position as one of the leading suppliers in athletics”, Ulf Kinneson, General Manager of PUMA Nordic AB.

Being one of the most attractive and biggest sporting events in Scandinavia since the 1995 Athletic World Championships also held in the Gothenburg stadium Ullevi, the EURO 2006 will achieve high brand visibility for PUMA. The sponsorship is part of an extensive marketing campaign which includes advertising and communication measures, as well as a wide array of entertainment activities. Furthermore, PUMA has launched a special EURO 2006 collection in the Swedish national colours yellow and blue.

PUMA and the Swedish Athletics Association intend to further strengthen their cooperation with the shared claim “Go Sweden” at this years Championship. “Our goal with Gothenburg is to make it our `own´ Gothenburg, entertaining guests and fans from around the world day and night”, adds Ulf Kinneson. PUMA will therefore focus most of the marketing activities on Gothenburg, the people visiting the city and the Ullevi arena during the EURO 2006 week.