The advantages of sponsorship


Introduction This case study examines how two businesses that have global appeal are co-operating to achieve their shared visions for their companies and brands. Company vision Vodafone: To become a global mobile leader in terms of profit, customers and value, making mobile networks the “nervous system” of the networked economy spanning three major developed markets (Europe, US and Japan). Manchester United: To remain the most pioneering, best supported and most successful football club in the world. Brand vision Vodafone A ‘can do’ approach that makes life easier for customers. Manchester United Relentless pursuit of excellence. Vodafone UK is part of Vodafone Group, the world’s largest telecommunications company. In the UK, Vodafone provides mobile telecommunications products and services to three major groups of customers: Private individualsSmall businessesLarge organisations. Manchester United has been League Champions fifteen times and European Champions twice, in 1968 and 1999. The club has won the FA Cup a record ten times. It has six million fans in the UK and 50 million global fans. Its matches are regularly televised in 139 countries. Vodafone´s corporate strategy Vodafone Group’s current target is to become one of the world’s top five brands. To achieve this, it is expanding its global presence through…

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