Israel Adesanya has signed a sponsorship deal with Puma according to Ariel Helwani. The UFC middleweight champion becomes the first UFC fighter to have a deal with the clothing company.
Welcome to the fam https://t.co/sCZUPXavWK
— PUMA (@PUMA) September 18, 2020
Adesanya headlines a PPV next week against Paulo Costa at UFC 253 on Fight Island in Abu Dhabi. Adesanya will be the face of Puma’s Oceania division but will also be a part of its global marketing plans per Helwani’s report. Adesanya, originally from Lagos, Nigeria trains in New Zealand.
Puma’s global headquarters are in Herzogenaurach, Germany but has a base in the United States. The company has seen a resurgence in the past several years in sport as it had stuck with being a soccer, golf, track and lifestyle brand. Puma has spent a lot of money in getting back into basketball and several high-profile NBA stars represent the brand including Kyle Kuzma, Marcus Smart, Rudy Gay, DeMarcus Cousins and Lamelo Ball.
With a Reebok deal in place and the transfer to Venum coming next year, Adesanya will be precluded from wearing Puma in the cage or during UFC media events during fight week.
Payout Perspective:
This is a big jump for Adesanya that will have the chance to go beyond the UFC reach and market himself to a broader audience. Event though he will be contractually prohibited from wearing Puma at UFC events, he will be introduced to more people outside of the bubble of the brand with Puma. One would think he has the personality and looks to be a great brand ambassador for its lifestyle wear.
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