Sportswear major ends seven-year itch; inks deal with Virat Kohli-led Royal Challengers Bangalore
The timing of the leap, whether in pouncing on the prey or spotting an opportunity, is what matters the most. Puma knows it. In 2013, the sportswear major was part of the Sunrisers Hyderabad. Back then, IPL was gradually gaining popularity, and the fan clubs were in their infancy, but there was not much juice for Puma. “Back then, the merchandising opportunity and business size with IPL was very limited,” recalls Abhishek Ganguly, managing director of Puma India and Southeast Asia. Consequently, Puma took a break from the series. Seven years later, the sportswear brand is back on the pitch by inking a multi-year deal with Virat Kohli-led Royal Challengers Bangalore to become its kit partner. What, though, is equally interesting is the absence of rival global sportswear brands from the IPL this season. “RCB’s growing fan base and extensive social following makes it our ideal partner on the cricket pitch,” reckons Ganguly in an interview with Forbes India. Edited excerpts: Finally, Puma’s seven-year itch is over…