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Usain Bolt extends sponsorship deal with Puma

By: Jeff James

Listed Under: Top Story

Published: Wednesday, August 25, 2010

Usain Bolt has renewed his contract with sponsor Puma until 2013, extending a relationship that began when the Jamaican sprint star was 16.

The terms of the contract are undisclosed, but it’s thought this new deal makes Bolt one of the best paid sportsmen in the world.

Bolt will play a central role in Puma’s global marketing campaigns and the brand’s London 2012 Olympic programme, expected to be launched in early 2011.

In addition, Puma and Bolt will continue to collaborate on the development of key product lines, building on the 2010 Bolt Collection launch.

“Usain Bolt has been a revelation for track and field athletics,” says Jochen Zeitz, chairman and CEO of Puma.

“He’s shined a global spotlight on the sport - his winning personality and phenomenal physical prowess are a unique combination.

“The way he both engages his fans and is energised by them has helped his popularity escalate to extraordinary levels over the past two years.

“Usain has been a tremendous force for Puma. He embodies the joy, playfulness and irreverence that are the cornerstones of our brand.

“He’s obviously a lot of fun to work with, and from a performance standpoint he has reset the bar for speed on the track, and we’re not sure he’s even hit top gear yet.

“It’s going to be an exciting few years ahead and we’re thrilled to be along for the ride.”

Says Bolt: “We’ve been partners in the truest sense of the word since day one, and so it’s an easy decision to re-sign with them.

“Puma gets me. They take the business of running seriously, but we also know how to have fun and be spontaneous. We both bring a lot of personality to the sport.”

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