March 20, 2006

PUMA takes to the sky with dba

27 Aeroplanes welcome football fans to the World Cup 2006

Herzogenaurach, 20th March 2006 – The sportslifestyle company, PUMA, has embarked on an exclusive cooperation with dba. The partnership with the second largest German national airline is another component of PUMA’s presence in Germany during this year’s World Cup. From May, a total of 27 dba aeroplanes will display the brand message “WILLKOMMEN ZUM FUSSBALL” (“WELCOME TO FOOTBALL”) on the top half of the aeroplane fuselage.

This is the first time that an airline company and a sportslifestyle company have worked together in this manner. For PUMA, the partnership with dba is part of an integrated marketing concept that is intended to welcome to football and welcome to Germany all customers, consumers, fans and guests.

“We are delighted with this partnership, it is truly a cooperation between two strong brands that complement each other,” declares Jochen Zeitz, CEO and Chairman of PUMA AG. “This partnership will ensure a unique brand visibility for PUMA in the run-up to, and during the World Cup. Once again, PUMA is forging new paths in marketing.”

“PUMA and dba are refreshingly innovative companies – our brands sit alongside each other superbly. I am therefore highly delighted at our cooperation, because it will attract great attention among dba passengers and all sports fans in Germany during the footballing summer of 2006,” declares the Chairman of the Supervisory Board at dba, Hans Rudolf Wöhrl.

A further factor of the cooperation will enable donations to be collected on all dba flights for the campaign ‘UNITED FOR AFRICA’ which will support more than 5,000 aid projects in Africa. Passengers’ attention will be drawn to the donation campaign through an on-board announcement, the distribution of bank transfer forms by the dba flight attendants during catering, and coverage in the in-flight magazine.

“With ‘UNITED FOR AFRICA’, we are delighted to be supporting the most important German aid campaign for the African continent. What convinced us was the fact that we are not only supporting just one, but 30 experienced organisations with this one partnership,” says Hans Rudolf Wöhrl.

Photo Credits: Robert Ashcroft/ PUMA