Vodafone’s "on again off again relationship" with the Australian Rugby Union as a major sponsor "turned another page," with the telecom signing on as the headline sponsor of the Super Rugby series, according to Simon Canning of MUMBRELLA. Vodafone signed a four-year deal to be the naming rights sponsor of the competition, which hosts teams in Australia, South Africa and New Zealand. The deal "marks a return to sports sponsorship almost five years after Vodafone cut its ties with sport" -- axing agreements with the Vodafone V8 Supercar Team and Cricket Australia -- to focus on "rebuilding its network." While the company ended local sports sponsorships, it continues to leverage global partnerships in other sports. The new deal with Vodafone marks the brand’s return to the sport in Australia, "previously emblazoned" across Wallabies' jerseys from '98-03 (MUMBRELLA, 2/13). RUGBY.COM.AU's Beth Newman reported Australian rugby "has been given a much-needed boost." Vodafone "will also become back of jersey sponsor for Australia’s women’s XVs side, the Wallaroos" (RUGBY.COM.AU, 2/12).
