Puma entered the world cup with a limited budget and had to pull something special to gain attention. They came up with a love = football campaign, a message they wanted to spread as far as they could.
Their lucrative deal will allow one of their most successful tracks 'fire' to be used in the title sequences of every match over the next three years. If this was only a deal for the UK, it would still be incredibly valuable but the league plans to use the song on every game it shows in the 200 countries it broadcasts.
Estimated in the tens of millions of pounds, the contract will mean that the broadcasters will legally have to use the track whenever they show live Premier League games.
Adidas spent an estimated 120 million US dollars on sponsoring the world cup, something which it has done since 1970. According to market researchers Sport+Markt, Adidas had the greatest visibility in terms of teams and players.
Along with another video they were posted online anonymously and received worldwide attention, although they contained no branding whatsoever bloggers and journalists were quick to point out that it was part of the Puma brand.
"If we had just wanted a track there are thousands that we could have used but Kasabian are seen as a football band and that makes the track much stronger," said Paul Molnar of the Premier League.
One by one the star players featured in the ads fell victim to what became known as the 'Nike curse' and were knocked out of the competition, a complete branding disaster. It seems in choosing to endorse some of the world's biggest premiership players Nike had neglected to consider the most successful teams and thus lost the branding race.
More Information:
Puma have managed some endorsement success with their successful
Puma King football boot. They narrowly missed out on producing the new
Liverpool football shirt 
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