Superbrand sponsorship
A Vodafone case study

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Page 3: Sponsoring Ferrari

Vodafone intends to be recognised as one of the world's leading brands. Its sponsorship of Ferrari, with the immensely valuable media coverage that Formula 1 attracts, helps Vodafone to achieve this objective. Vodafone has over 100 million customers worldwide, spanning five continents and 28 countries. Formula 1 offers Vodafone high profile exposure in a sport that commands a worldwide television audience of 360 million people for each race.

Ask most people to name one racing team that they associate with Formula 1, and they will say 'Ferrari'. The name conjures up images of passion, joie de vivre, a can do attitude, innovation and technology, all qualities that help Ferrari to take it to the top and keep it there. Who better then, to sponsor Ferrari's next two assaults on the world title than Vodafone - the world's largest telecommunication company. That is the thinking behind Vodafone's offer of sponsorship, and Ferrari's acceptance of it.

Key events in the early days of the sponsorship were:

  • 25th May 2001 - The sponsorship agreement was announced at the Formula 1 Grand Prix at Monaco.
  • 6th February 2002 - The Vodafone-branded car was launched at Ferrari's headquarters in Italy.
  • 3rd March 2002 - The Vodafone-branded Ferrari team raced for the first time at the Australian Grand Prix.

Vodafone | Superbrand sponsorship