Puma has appointed London-based agency The 10 Group to handle communications across Africa for its 2026 FIFA World Cup programme, following a competitive pitch.Under the mandate, The 10 Group will serve as Puma’s EEMEA regional PR partner for the tournament. The scope includes media relations, creator collaborations, events, and activation initiatives aimed at spotlighting Puma’s partnerships with African national football associations and players participating in the global competition.Puma has maintained a presence in African football for more than 30 years, supplying kits and supporting national teams including Morocco, Senegal, Egypt, and Ivory Coast at major international tournaments.The 2026 FIFA World Cup is scheduled to run from 11 June to 19 July 2026 and will be jointly hosted by the United States, Canada, and Mexico across 16 cities. The edition will mark the first time the tournament is staged across three countries and the first to feature an expanded 48-team format.Headquartered in London, The 10 Group also operates offices in New York, Geneva, and Melbourne.