PUMA Celebrates Scott Pendlebury’s 400th AFL Game with Melbourne Billboard

Written by MOS Editorial Team

Published on 1 August 2024

In a solid show of brand alignment and strategic marketing, PUMA has unveiled a billboard in Melbourne to celebrate Collingwood star Scott Pendlebury’s 400th AFL game. This billboard not only honours Pendlebury’s extraordinary career, but also exemplifies how brands can leverage major athlete milestones for brand exposure.

As a testament to their decade-long partnership, PUMA has placed a striking billboard at the bustling intersection of Bridge and Punt Roads in Richmond, right opposite the Melbourne Cricket Ground (MCG), promising maximum visibility as fans head to and from Pendlebury’s landmark game.

Pendlebury, who has been a dedicated PUMA athlete for nearly 10 years, conducted a press conference in front of the billboard on Monday. He was presented with two specially designed PUMA Future football boots, one in black and one in white, by his teammate Jordan De Goey, which Pendlebury will wear during his 400th game on Friday night against the Carlton Blues, in front of a sold-out crowd at the MCG. The press conference, coordinated by creative agency Bursty, saw significant media coverage across major news outlets, including 7 News, 9 News, 10 News, AFL.com.au, Fox Sports, and the Herald Sun, as well as various social media platforms. The billboard, managed by Havas, will remain in place for a week.

Neysa Goh, Director of Marketing at PUMA, highlighted the significance of this milestone and the enduring partnership with Pendlebury. “PUMA and Scott’s partnership began in 2015, and we’re proud to say we were there for game 200 and now game 400. Scott embodies everything PUMA stands for, and there is a reason why this partnership is so special to us. We congratulate Scott on this truly remarkable achievement.”

This celebration underscores PUMA’s commitment to its athletes and the sport, reflecting the brand’s values and the deep connections it fosters within the sports community. By honouring Pendlebury’s 400th game in such a public and memorable way, PUMA not only celebrates a sporting legend but also strengthens its presence and relevance in the competitive sports market.

PUMA’s tribute to Scott Pendlebury’s milestone is a shining example of how sports brands can effectively use significant athlete achievements to engage with audiences and enhance brand visibility.