Puma sales

The Big Cat Roars Again

  • Why it matters

    Why it matters

    Puma’s tie-up with Borussia Dortmund is widely credited with rejuvenating the company.

  • Facts


    • Puma had revenues of €3.6 billion ($3.9 billion) last year.
    • It increased sales by 7.1 percent in 2016.
    • Adjusted profits are expected to hit €185 to €200 million.
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Dortmund, 14.10.2016, firo, Fußball, 1.Bundesliga, Saison 2016/2017, BVB – Hertha,
Puma owes a lot to Borussia Dortmund and players such as Ousmane Dembele. Source: picture alliance / augenklick/fi

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.

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