New Logo for the Youth Soccer Club

San Diego Club Soccer News: PUMA and Pumas Soccer Club Announce Positve Resolution Over Name Dispute

UPDATED Friday, September 24, 2010

Hugo Molina, President of the PUMAS USA SOCCER CLUB announced yesterday that the controversy with the Puma corporation has been resolved.  The cleat and sportswear company was started by shoe maker Rudolf Dassler in 1948 and today is the official supplier to five European teams had issue with the local San Diego soccer club using the name Pumas.

Molina says “We are happy to have come to a positive resolution with PUMA. We hope to work with them to build a positive image for our youth soccer club, the community in the South Bay and PUMA.”

It does seem odd that a big international giant like PUMA would be concerned with the San Diego youth club; the Pumas soccer club.  According to Molina, who always seems to be a gentleman and very gracious, “This was not an ideal situation to be in but it was nice to see so many people and local media support our kids and youth soccer. We now want to move on and continue with our club network project to help other clubs that face the same challenges solidify and grow their programs into quality youth soccer clubs.”

PUMA worked to respond quickly to the name dispute and the issue went all the way to the top of the company.  "Much of the reason for our quick response was due to the power of social networking. Comments regarding Chula Vista Pumas Premiere FC on my Facebook page brought this to my personal attention and allowed me to act quickly and work with our legal team to come to this positive solution for the club,” said Jochen Zeitz, Chairman and CEO of PUMA.  “As a brand with soccer close to our hearts, it was important that we reach an agreement that gave the children the opportunity to continue to enjoy the sport."  

The power of Facebook.  A smart way to reach out to get the CEO's attention.

Here is the official statement from PUMA:

PUMA believes in the joy of sport and the ability that sport, specifically soccer, has to bring people together.  Supporting soccer, particularly youth soccer, is an important belief in our company as seen by the hundreds of events and tournaments we support around the world.  As a global brand, we are always seeking and activating ways we can help young people and adults enjoy and celebrate the game we love.  PUMA does our best to give people the ability to participate and engage with the sport of soccer, as it is a sport near and dear to our hearts.

As a result, PUMA North America and the Chula Vista Pumas Premiere FC have reached an agreement to resolve the issues surrounding the club's use of PUMA trademarks.

PUMA will support the youth soccer club under the new name of Chula Vista Pumas Premiere FC.  To further support the club, PUMA and Chula Vista Pumas Premiere FC are working together on a long-term partnership and sponsorship agreement.  To alleviate expenses that would need to come from the club for replacement kits, the company will also be donating 400 new kits to the club for their upcoming season.

PUMA and the Club worked together to resolve the issue and together, we are looking forward to a long, healthy and fun relationship

I asked what the Pumas players thought; after all, this is about the kids, right? Molina says “From the ones I have spoken to, I think they were a little confused because to them there was no relation between the two! I think they embrace the new name and see is as a positive change.”  And they are probably excited about the new kits coming from Puma!

Molina told SN that for the last 13 years roughly, the Chula Vista Youth Soccer club has been called Pumas. The club was founded in 1982 under the original name Scorpions Soccer Club,  then changed to Chula Vista United and finally Chula Vista Pumas. Molina says” We adopted the logo from Mexican club UNAM Pumas as ours in honor them.”  Originally, Molina hoped for an affiliation with UNAM Pumas, but the youth soccer club never gained the support it deserved. “UNAM then forced us to abandon the use of its logo and we decided to go in a different direction. We changed the club’s name to Pumas USA with a new and distinct logo. Our mark was approved and was ready to register after a 30 day period that allows anyone that is opposed to file an appeal,” says Molina.

Unfortunately, on the very last day of the registration period, Puma AG filed an appeal and subsequently send a cease and desist letter and threatened a lawsuit.

The Pumas Soccer Club was initially asked to destroy any article of clothing with their club name – right after all the families had just purchased the uniforms for the year.  At only $195 per year, the Pumas Soccer Club is one of the most affordable in the area and could not afford to absorb these type of costs.   Molina says “I feel club soccer should be accessible to all children and we always put the kids first. Our coaches do not charge coaches fee's and the board receives no compensation.”  At least the Puma corporation will now start helping the players with new kits. 

Molina looks forward to a successful season for his club. Despite the turmoil off the field, on the field soccer is going well.  The overwhelming majority of Pumas teams are winning (only 4 our out of 24 have lost a match) and 9 soccer teams are undefeated. The Pumas teams combined have scored a total of 238 goals for and 133 against. Seven 'Chula Vista Pumas Premiere FC' teams are in 1st place and 2 teams are in second. 

SoccerNation contacted Puma Product and Brand PR and they were extremely helpful and provided the quote from Jochen Zeitz, Chairman and CEO of PUMA.