Creation of branded content conveyed and activated across the entire Eurosport Media platform. Basic components of sponsorship campaign: television spots and billboards around matches and related coverage. Eurosport’s aim was to offer more than simple sponsorship and impact was maximized with a network of competitions across all its European markets, using Puma merchandise sourced from local marketing departments. Each territory worked hard to engage its own market, using on-air product placement, online ads, street marketing, barter deals, internet forums and microsites to drive the activity, with an almost viral effect. The result was a new kind of added-value sponsorship, where the basic elements were just the starting point.

Campaign delivered 62,277,000 adult impacts (weighted); including 17,661,000 adults aged 14-39. Eurosport’s coverage hit 40,080,000 adults, including 13,201,000 in the target 14-39 age group. Press coverage included more than 700 articles in European press, 26 focused on Puma’s participation. Puma was stamped across Africa Cup of Nations out of proportion to actual spend. Eurosport PR activity around Eurosport's ACN footage and the Puma sponsorship generated over 700 articles Europe-wide in B2C / B2B print and online media. This contributed to a Zenith-estimated figure for PR coverage of 10 million € Pan-European sales increased by 10% Y-o-Y Pan-European orders from retailers increased by 11% Y-O-Y.