Bolt creates more history

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Track and field super star Jamaica’s Usain Bolt has renewed his sponsorship deal with German apparel company, Puma, trough to 2013.

Under the new contract, the fattest signed in history of track and filed, ties Bolt to Puma through the 2011 World Athletic Championships in Daegu, South Korea and the London Olympics in 2012, where he will defend his 100 and 200 metre titles.

Although not releasing the terms of the contract Jochen Zeitz, Chairman and Chief Executive Officer of Puma, says Bolt will be the best paid athlete in the history of track and field.

“In this context, we recognise the tremendous performances, victories and times that he’s run over the last couple of years.

He’s one of the few global icons in sports, who can really connect with the consumers and with his fans, and that’s what makes him so unique … he’s not just an amazing athlete, he’s also an amazing personality and from that perspective, the value is significant,” Zeitz said.

Central figure in their Olympic marketing programme

Bolt, who turned 24 on Saturday, says he was very happy with the figure.

He first signed with Puma, which also sponsors the Jamaican Olympic Association and the Jamaican Amateur Athletic Association, in 2003 when he was 16 years old.

Norman Peart, Bolt’s Manager, is very pleased with the deal.

“We’re very happy with the new contract that we’ve signed with Puma,” he said.

Puma says it intends making the world’s fastest man the central figure in their Olympic marketing programme and plan to use him to help develop footwear and other apparel.