The advantages of sponsorship
A Vodafone case study

Page 1: 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.
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Page 2: 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.
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Page 3: 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 individuals Small businesses Large organisations. Manchester...
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Page 4: 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 dual branding exercises with the 30 other companies around the world in which Vodafone Group holds interests. This involves using the locally recognised brand and the Vodafone name, i.e. Libertel Vodafone (Libertel is the network in the Netherlands). Once...
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Page 5: Vodafone´s marketing strategy

Vodafone's marketing aim in the UK is to retain market leadership. Vodafone's strategy is product-led; the company is continually developing new products and services which utilise the latest technological advances. However, as consumers become increasingly sophisticated users of modern mobile technology, they make new demands and seek added value through product improvements. Consumers are...
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Page 6: Sponsorship deal with Manchester United

In February 2000 Manchester United and Vodafone UK announced a commercial alliance. Through this, Vodafone became the principal sponsor as well as the telecommunications and equipment service partner of the club. The four-year agreement started on 1st June 2000. It was a logical step for Vodafone to seek ties with Manchester United. Due to Manchester United's global appeal, the dual branding...
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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...
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Page 8: Measuring the success of the strategy

Vodafone's sponsorship deal with Manchester United costs Vodafone £30 million over a four year period. Vodafone clearly has to evaluate the effectiveness of this partnership in terms of its own marketing objectives. It does so in four ways: General awareness is measured through consumer research. For example, consumers may be asked questions such as "Did you know that Vodafone sponsors...
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Page 9: Conclusion

Manchester United and Vodafone each stand to benefit enormously from their sponsorship and commercial alliance. From Vodafone's point of view, having its name on the shirts of the world's best known and most highly visible football club is a clear benefit. The partnership has done much more than that, however. Equally important, Vodafone has become Manchester United's communication and...
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