The collaboration was led by the Puma global media team and the Havas International Spain agency. (WBD)

Pan-European sports network Eurosport and German sportswear giant Puma have entered into a partnership covering the upcoming Paris 2024 Olympics.

The sponsorship agreement includes a pan-European campaign on Eurosport’s linear channels Eurosport 1 and 2 during its coverage of the games. 

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The tie-up will see Puma serve as a presenting partner and focus on soccer, athletics, and basketball.

The collaboration was led by the Puma global media team and the Havas International Spain agency.

Fabio Kadow, director of global media at Puma, said: “As it’s our biggest marketing media investment in a decade, it was crucial for us to find the right partners, channels, and platforms that can help us to elevate Puma’s brand and enhance reach.

“We’re extremely certain that this collaboration will play a pivotal role in our brand campaign’s distribution and make a stronger bond with the consumer.”

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In late June, Eurosport’s parent company Warner Bros. Discovery (WBD) announced tech giant Samsung as the presenting partner for its coverage of the Paris games.

WBD will be broadcasting the Olympics across Europe this year, with its streaming platforms Max and Discovery+ set to exclusively air all 3,800 hours of the games this summer on top of Eurosport’s coverage.