The future of PUMA in Africa: An opportunity to strengthen despite increased competition
The 2024 African Cup of Nations (CAN) planned for Ivory Coast offers a golden opportunity for sports equipment manufacturers present on the continent to consolidate their position, despite increasingly fierce competition. Among these companies is the German giant PUMA.
Despite some bumps in the market, PUMA remains at the forefront in terms of partnerships with football federations in Africa, with almost 10 countries under its belt. With a turnover of 8.46 billion euros in 2022, the company seeks to strengthen its investments in marketing, with the ambition of positioning PUMA as the fastest sports brand in the world.
In October 2023, the German brand was announced as a technical partner of the Confederation of African Football (CAF), following an agreement concluded with the latter. This means that PUMA will provide the official ball for CAF tournaments, as well as referee equipment. Additionally, the company plans to launch marketing campaigns inside and outside the stadiums.
PUMA, one of the world’s leading sports brands, puts its expertise spanning over 75 years to work for world-class athletes. It designs, develops, sells and markets sports shoes, clothing and accessories.
This strategic partnership with CAF allows PUMA to strengthen its position in Africa and showcase its brand in one of the continent’s major competitions. The visibility offered by CAN 2024 will allow it to reach a large audience of football fans.
Despite growing competition in the sports equipment supplier sector in Africa, PUMA seems well equipped to face these challenges and continue its growth on the continent. Its commitment to providing quality products adapted to the needs of African athletes will allow it to consolidate its leadership position and secure a special place in the hearts of supporters and players.
In conclusion, the upcoming African Cup of Nations in Ivory Coast offers a strategic opportunity for PUMA to strengthen its presence in Africa. Thanks to its partnership with CAF and its long experience in the field of sport, the company is well positioned to compete and continue to thrive in the African market.