At the European Sponsorship Awards in London, the German sporting goods manufacturer was honoured with the prize for the best international campaign for its sponsorship of VOR.
Puma won the international category ahead of mobile phone provider Vodafone, which sponsored the McLaren-Mercedes Formula 1 racing team, and also received an honourable mention in the business-to-consumer category.
The company was represented at all VOR stage destinations with a mobile shop or with Puma City, which consisted of 24 containers (in Boston and Alicante). These points of sale were part of Puma's comprehensive marketing presence, which also included blogs and social networks.
Speaking at the Volvo Ocean Race internet launch, Puma CEO Jochen Zeitz described the VOR campaign as the most innovative in the company's history. "It was a very successful launch for our sailing category and the investment has more than paid off." According to IFM Sports Marketing Surveys, the Puma campaign generated a "media value" of around 33 million euros.
