The advantages of sponsorship
A Vodafone case study

Page 7: Marketing benefits

The marketing benefits for Vodafone from the alliance cover three main areas.

Enhancing brand awareness and image

The agreement includes the incorporation of Vodafone's brand logo on the playing kit, the rights to use the Manchester United logo in promotions, advertising and perimeter signage at all Manchester United home games (ex-cluding European Champions League). Vodafone also features strongly in Manchester United marketing materials including match programmes, the Manchester United magazine and internet site www.manutd.com. The association with a football team, especially Manchester United, also adds excitement, passion, fun and emotion to the Vodafone brand. These benefits clearly support marketing objectives by promoting and enhancing the Vodafone brand, which will help to win and retain customers.

Extending the range of products and services

Through the link with Manchester United, Vodafone has the opportunity to increase sales of phones and accessories. With a variety of 'Reds' phones and accessories, Vodafone is offering a range of Manchester United phone covers and cases with different designs. Offering Manchester United branded phones and accessories enables Vodafone to win more customers and increase brand awareness across the globe wherever there is a Manchester United fan.

Adding value to services

The Official Mobile Communications Service for Manchester United fans is manUmobile. It is typical of the added value services that Vodafone is creating. Thanks to manUmobile, fans have direct access, through their mobile phone, to the latest news from the club 24 hours a day. Once users have registered at http://www.manumobile.com from their PC, they can receive a host of information direct to their digital mobile phone via text messaging. These services include text alerts giving fixture lists, match information, match incidents and news flashes. manUmobile ensures that fans know what is happening on the pitch, even if they are not at the game and are miles away from a TV set.

Fans can also register and access the service with a WAP handset via http://www.manumobile.com/wap.

Using this service, fans will have access to club news, details of ticket availability, route guidance to Old Trafford and detailed statistical information about each team or squad member. Under match information they can find fixture details, Premiership league tables, reviews of matches, match reports and so on. Added value services such as manUmobile enable Vodafone to meet its marketing objectives of gaining and retaining its customer base, enhancing the brand and introducing new technologies to an informed and enthusiastic target audience. The marketing benefits described above enable Vodafone to promote its global branding strategy by using the UK as a launchpad for stretching its own brand across the globe through one of the UK's most prestigious global brands: Manchester United.

Vodafone | The advantages of sponsorship

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