Sagem and Puma have announced they are to team up and create a mobile phone to launch in time for the World Cup in 2010. A global licencing agreement will see the phone debut across the world in the second quarter of next year.

The Puma handset will "embrace both sport and style with features, functions, and design that reflect the DNA of the Puma brand and encourage usage of data and commerce services". Sagem meanwhile says it will be adding "exciting technologies and services".

"The Puma phone will be a milestone in the mobile market as the first mobile device completely tailor designed, from the inside out, with technology and services that improve experience and connect a brand community", said Thierry Buffenoir, CEO of Sagem Wireless.