Puma and Usain Bolt - the fastest sponsorship in the world?

Puma - the official sponsor of Usain Bolt have come up with a few interesting activities to bring alive the fastest sponsorship in track and field.  First up is an original in-store piece which allows shopper to get discounts based on how quickly they purchase their pair of Puma footwear.  The activity is designed to activate "speed" more than to drive sales

Meanwhile, the Guardian reports of another event (not staged by Puma but which played into the brand's hands), this time between headline grabbing Prince Harry and Usain Bolt.  The moment is said to have been worth millions of pounds making news bulletins and front-page news all over the world.

During the event, on the first of a four-day trip to Jamaica on behalf of the Queen, Harry wore a tracksuit in Jamaica's national colours which clearly display the Puma logo on the shirt and tracksuit pants.

Bolt is already a global star but the timing of his appearance with Prince Harry just months before the London Olympics is viewed as a coup for Puma.

"This is why the sports equipment companies pay serious money for stars like Bolt – the brand exposure Puma gets from stunts like this and Bolt's other commercial activity is the gift that keeps on giving, especially in an Olympic year, and is worth millions," said the chief executive of sports sponsorship agency Synergy, Tim Crow.