Puma, the shoemaker, is also jumping on the Euro 2008 bandwagon by launching an entire mobile marketing program, called “‘Together Everywhere” just in time for the big soccer tournament, according to MediaPost Marketing Daily. Earlier this week, Qualcomm’s (NSDQ: QCOM) MediaFLO said they were launching a mobile TV channel to feature live coverage of the games. Puma’s program sounds pretty aggressive. For instance, once a fan has downloaded a ringtone, which can be a team’s song or chant, Puma will automatically trigger the ringtone to play whenever the team scores. Puma will also provide free conference-calling, so that a group of up to 10 friends, can talk about the game together, whether they are in the stadium, in the street, or in front of the TV.

The program is provided by BEAM Interactive, Area/code and Phone Valley, TouchWorks, Zed Digital and Zenith Optimedia, and is available in the UK, France, Germany, Italy, Spain, the Netherlands, Portugal, Sweden, Poland, the Czech Republic, Greece, Austria and Switzerland. Fans can sign up by texting a short code, or by going to pumafootball.com, or through an advertisement that comes with a new pair of shoes, called Tricks, which hit the stores in May. 

• Qualcomm’s MediaFLO Launches European Soccer Tournament Channel