Vodafone has extended its partnership with the Vodafone McLaren Mercedes F1 racing team; a relationship that began three years ago after Vodafone's arrangement with Ferrari came to an end.
The existing sponsorship deal will now run until the end of the 2013 Formula 1 championship calendar, with Vodafone expanding from being 'mobile partner' to 'total communications partner' of Vodafone McLaren Mercedes. Vodafone will now be responsible for fixed, mobile and broadband networks, content and communication services and associated devices.
Morten Lundal, Vodafone's Group Chief Commercial Officer, said "Vodafone is an international brand with strong local roots. As such, Formula 1 is a strong platform from which we can engage our customers with unique experiences and events. We’ve had great success in using the Vodafone McLaren Mercedes partnership to engage our customers in our key markets, and we’re committed to new and exciting platforms which will allow customers to get even closer to the action."