By Duncan Mackay

Usain Bolt seals his new Puma deal with the company's chief executive Bjoern GuldenSeptember 24 - Usain Bolt today signed a new multi-million dollar contract with sportswear company Puma until after Rio 2016, where the Jamaican superstar will be hoping to win another three Olympic gold medals. 


Bolt has been with Puma since 2003 when he was a teenager and the renewal of the contract with the sport's most marketable figure is a fillip for a brand struggling to keep pace with larger rivals Adidas and Nike.

"Puma has been with me since the very beginning," said 27-year-old Bolt, who has claimed that he plans to retire after the 2017 International Association of Athletics Federations (IAAF) World Championships in London.

"They recognised my talent at an early age and have supported me throughout, especially in the early years when I had some difficult times due to injuries.

"Their work and commitment to Jamaica is also very important to me.

"I have always been very happy to be a part of the Puma family, I am proud to represent them and delighted to continue with them for the years ahead."

Usain Bolt has been sponsored by Puma since 2003 and been the face of its marketing campaigns since winning three Olympic gold medals at Beijing 2008Usain Bolt has been sponsored by Puma since 2003 and been the face of its marketing campaigns since winning three Olympic gold medals at Beijing 2008

In addition to its deal with the six-time Olympic gold medallist, Puma has a longstanding commitment to athletics in Jamaica, having had sponsorship agreements since 2002 with the Jamaica Athletics Administrative Association and Jamaica Olympic Association.

New Puma chief executive Bjorn Gulden, who took the job in July, had made the renewal of Bolt's contract one of his initial priorities after the company cut spending on other sponsorship deals.

Bolt's contract is set to be worth about $15 million (£10 million/€11 million) with generous bonus rewards, including for medals in major championships and world records. 

"He will play a crucial role in our future product concepts as well as brand communications leading towards the Olympic Games in Rio 2016 and beyond," Gulden said.

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