When sporting goods company Puma and top German soccer team Borussia Dortmund wanted to announce their new partnership, they dreamt up a neat marketing ploy. Overnight, 120 staff from both firms wrapped 3,000 yellow banners – the club’s colour – around trees and street lamps in the northern German city, giving commuters quite a surprise the next day.
Five years later, both Borussia, known by its German acronym BVB, and Puma continue to benefit from the tie-up.
“Dortmund has exceeded our expectations; business with the BVB is increasing every year,” said Matthias Bäumer, head of Puma’s German operations.
The soccer club is equally satisfied. If it had signed a sponsorship deal with competitors like Adidas or Nike, they would have been one club among many, according to head of marketing Carsten Cramer: “With Puma on the other hand, we’re a figurehead,” he said.