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Thursday, March 14, 2013

Vodafone to end McLaren sponsorship after 2013 F1 season

Vodafone has decided not to renew its sponsorship deal with McLaren after the 2013 Formula 1 motor racing season finishes. The mobile network is ‘title partner’ and official communications provider for what’s currently known as the Vodafone McLaren Mercedes Formula 1 team. Its sponsorship began in 2007, with Vodafone having previously sponsored Ferrari.

This news follows a review of Vodafone’s global sponsorship strategy. The company notes that there’s now a 90%+ awareness of the Vodafone brand in all markets where it operates and says it’ll be transforming its sponsorship strategy this year.

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Morten Lundal, Vodafone Group’s Chief Commercial Officer, said “We’ve achieved very high levels of recognition and awareness for the Vodafone brand, supported by our investments in sponsorship. We now want to focus on our own marketing engagement platform to showcase the key attributes of our brand directly to our customers, using digital interactions and live events in ways that are both locally relevant and globally consistent. We have been very happy with our engagement with McLaren. Our relationship has been a key ingredient in bringing the Vodafone brand to where it is today. However, our brand is evolving, and we’ve concluded we will have less of a need for this kind of exposure in future. We now look forward to further success and brand engagement with McLaren in 2013.”

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Opinion Articles

Admit your mobile phone mistakes... and pay for them

Mark Bridge writes:

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We’ve laughed in the past about coffee cups from the United States that warn about the coffee they contain. Now there seems to be a similar movement against mobile phones that connect to the internet.

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Apple's HTC patent suit could be another reason for someone to buy Palm

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Mobile business applications: the next frontier

Anthony Keyworth, Orange UK’s Director of Product Marketing, has been gazing into his crystal ball to predict which business-focussed mobile applications could change the ways we work in the next five years.

His top four future developments, published under the heading “The next frontier for mobile business applications”, are:

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It’s all been done before

Mark Bridge writes:

No-one really likes an anticlimax. That was my biggest complaint about the launch of Microsoft’s Windows Phone 7. Plenty of potential, a nice new interface – but nothing much that wasn’t being done elsewhere.

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The Day the Multi-Touch Died?

Mark Bridge writes:

It’s not just me, is it?  The mobile industry really has gone a bit litigation crazy.

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