The deal -- one of the bigger international live sports mobile promotions -- was put together by Publicis Groupe's Phonevalley, the media company's mobile agency.
"The goal for Puma was to touch a lot of people in all markets," says Alexandre Mars, CEO of Phonevalley and head of mobile for Publicis Groupe. Those markets include the United States, France, Germany, the United Kingdom, Sweden, Brazil and Russia. Users can access content either live or through downloads, as well as order Puma products.
Some 3,000 different mobile handset models can access the mobile site. Phonevalley has set up a Puma Ocean Race mobile desktop icon specifically for BlackBerry owners, which can be downloaded from the mobile site.
The Volvo Ocean Race covers 37.000 nautical miles. Some seven teams are competing, including the Puma Ocean Racing Team. The race started in Alicante, Spain in October 2008, with a number of stops, including Qingdao, China, Singapore, Rio de Janeiro and Boston (home of Puma). The race finishes in St. Petersburg, Russia, in June.
Previously, Phonevalley handled a mobile campaign for Puma for the Shanghai Formula 1 Grand Prix.