The life of Hans Henningsen, an islander born in Santa Cruz de Tenerife, is the focus of a new documentary exploring his impact on global football. Known for his friendships with figures like Pelé and Maradona, Henningsen was a pioneer in sports marketing, whose audacity propelled brands like Puma in their rivalry with Adidas.
One of the most iconic moments attributed to his ingenuity occurred on June 14, 1970, during a Mexico World Cup match. In a seemingly innocent gesture, Pelé knelt to tie his King Puma boots, capturing the attention of millions of viewers and marking a before and after in sports advertising. This episode, among many others, is revealed in the documentary El Rey Puma, released 11 years after his passing.
Produced by Media Report (Prensa Ibérica in the Canary Islands) and Radio Televisión Canaria (RTVC), with the collaboration of Ailalelo and the Government of the Canary Islands, the hour-and-a-half film premieres this Tuesday at 8:00 PM at the Auditorio de Santa Cruz de Tenerife. It will subsequently be available on the digital platform Canarias Play and, from June, on Movistar Plus.
“"It wasn't just Pelé; it was Maradona, Menotti, Kempes, the entire Brazilian and Argentinian national teams, the Uruguayan Francescoli… So many illustrious names... Very few have had the privilege of operating in those circles and with such influence."
The documentary, directed by Fernando Ureña, was filmed in 2024 across various locations including Brazil, Argentina, Germany, France, Madrid, and Tenerife. The production highlights Henningsen's ability to connect with football's elite and other prominent figures, from Alfredo Di Stéfano to Henry Kissinger, solidifying his reputation as a 'social relations magician'.
Henningsen's journey began in Brazil in 1954, at the age of 21, driven by an adventurous spirit similar to his father's, who had emigrated from Germany to the Canary Islands. In Rio de Janeiro, he immersed himself in the vibrant cultural and sporting scene, collaborating with media outlets and forging friendships with key figures in sports journalism, as Brazilian football experienced its golden age.
