The tie-up, which begins in February, will be a key pillar of Vodafone’s VIP loyalty programme. It will be promoted through competitions and exclusive-access offers.
The mobile operator re-places Canon, which had been the headline sponsor for the past seven years.
Danielle Crook, Vodafone’s UK director of brand marketing, said that the tie-up with the event reflects the brand’s aim to connect with consumers’ passions as it moves away from awareness-based toward affinity-based marketing.
‘It isn’t just a simple sponsorship exercise, it’s about giving something back to our customers,’ added Crook.
The mobile brand already sponsors London Fashion Weekend, under a deal that will continue, as will its sponsorship of the British Fashion Awards.
As part of its Fashion Week sponsorship, Vodafone’s customers will have an exclusive viewing platform for the shows as well as a dedicated VIP lounge. Customers will be able to win tickets to all catwalk shows at the BFC Catwalk Show Space, Somerset House.
It also plans to install phone-charging facilities for those in ‘fashion’s front row’.