Puma boost African football ahead of 2014 FIFA World Cup

To raise the profile of African football in Latin America, ahead of the 2014 FIFA World Cup in Brazil, Puma has signed a new sub-license deal with Puma-Partnered African Football Federation's Ivory Coast, Ghana, Cameroon and Senegal. Yaya Touré, Ivory Coast and Manchester City midfielder and the CAF African Player of the Year for 2011 and 2012, will feature prominently in the campaign.

Centauro owner Sebastião Bomfim with PUMA CCO Stefano Caroti at the announcement of the sub-licensing of contractual rights to the Cameroon, Ghana, Ivory Coast and Senegal Football Associations.

The company has also entered a partnership with Centauro, one of the largest sporting goods retail chains in Latin America. The partnership is effective from January 2013 through to the end of the World Cup, offering licensed products, including replica shirts, for sale in Brazil.

The two companies will work together to activate a marketing campaign featuring Touré to promote the availability of the Ivory Coast, Ghana, Cameroon and Senegal replica kits and licensed product in store.

Stefano Caroti, the chief commercial officer for Puma, said, "This new relationship is a positive move for the brand and a demonstration of our continued commitment to African football."

Centauro owner Sebastião Bomfim Filho added, "We've seen a growth in our region in the interest in African football and this is an opportunity that we're keen to capitalise on. Puma is the brand with the greatest footing in African football and is therefore the perfect partner for this endeavour."