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Tuesday
December 16, 2008
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Recent Issues
Sponsorships, Advertising & Marketing

Vodafone Elects Not To Renew England Cricket Team Sponsorship

Vodafone Has Sponsored England
Cricket Team For Past 12 Years
Vodafone has decided "not to renew" its sponsorship of the England cricket team, and the current four-year, US$6.1M per year partnership will end following England's tour to South Africa in January 2010, according to Nick Hoult of the London TELEGRAPH. The move follows Vodafone's "review of its sponsorship spending," which includes a large deal supporting F1 driver Lewis Hamilton. Vodafone will "remain involved in English cricket after agreeing to fund a grass roots project," but the company's branding will be "removed from the England shirt." Vodafone U.K. Consumer Dir Ian Shepherd: "We've enjoyed a successful relationship with the [England & Wales Cricket Board] and the England Team over the last 12 years and the sponsorship has provided us with a platform to build the Vodafone brand and add value to our customers." The England & Wales Cricket Board will "begin searching for a new partner for the England team," but Hoult notes the "shrinking market, caused by the economic downturn, will provide a challenge" (TELEGRAPH.co.uk, 12/16).

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