Microsoft has revealed a global partnership with Puma for its upcoming Forza Motorsport 3 video game.
The collaboration will ensure prominent Puma branding within the Xbox 360 game - which is due for release on October 23rd - and also includes a series of joint marketing initiatives across Europe and North America.
The deal marks Puma's tenth anniversary in motorsport. The firm sponsors some of Formula One and Moto GP's top teams, including Scuderia Ferrari, Red Bull Racing, BMW Sauber, Scuderia Toro Rosso and Ducati Corse.
The new partnership will include a number of cross promotional elements, including the development of a limited edition Forza branded Puma shoe to coincide with the game launch.
Exclusive gaming nights in selected Puma concept stores will also take place, while regular Forza content will feature on the recently relaunched Puma Motorsport website.
Further to this, Xbox recently announced Puma supplied driver Natacha Gachnang as the face of Forza for a pan-European PR programme.
"The Forza Motorsport association is the perfect fit for our brand," said Antonio Bertone, chief marketing officer of Puma AG. "This partnership enables us to capitalise on the energy and excitement that accompanies a huge release such as Forza, and push the Puma Motorsport brand into a new and exciting arena. We're delighted to be working with Microsoft on this."
Microsoft's Steve Beinner added: "Puma's involvement in the release of Forza Motorsport 3 is testament to the anticipation that's building among car lovers worldwide for the game's October launch. We're thrilled to have Puma as an official partner."