Tuesday March 31, 2020

The Business of Media: Change of direction for Vodafone's sponsorship strategy

Vodafone has made significant changes to its sponsorship strategy in the last couple of weeks.

24th March, 2013
'Brands go through various life-cycle stages and, when the mobile phone market was in the depths of a fierce landgrab for customers, telecoms firms were out doing themselves to be linked with high-profile events'.

Vodafone has made significant changes to its sponsorship strategy in the last couple of weeks.

First, there was the news that it was ending its relationship with McLaren, saying that its need for the type of exposure provided by the Formula One connection was decreasing.

Then there was the news that it would end its current sponsorship of Dublin GAA at the end of the championship year. The endorsement deal is believed to have cost...

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