Vodafone ends McLaren F1 sponsorship in favour of owned marketing platform

Vodafone: to end its sponsorship of the McLaren F1 team
Vodafone: to end its sponsorship of the McLaren F1 team

Vodafone is to end its sponsorship of the McLaren Formula 1 team at the end of this season and develop its own marketing platform, after conducting a review of its sponsorship strategy.

The mobile brand is going to deliver what it calls an "enhanced approach to customer engagement", which will be founded on a new marketing platform owned by Vodafone, to be developed and implemented later this year.

The plans mean Vodafone will end its support for the McLaren F1 team after five years. Vodafone’s association with the team started in 2007 and is estimated to be worth $75m (£50.2m) a year.

Morten Lundal, group chief commercial officer at Vodafone, said: "We have been very happy with our engagement with McLaren. Our relationship has been a key ingredient in bringing the Vodafone brand to where it is today.

"However, our brand is evolving, and we've concluded we will have less of a need for this kind of exposure in future. We now look forward to further success and brand engagement with McLaren in 2013."

The review of Vodafone’s sponsorship strategy, which was conducted with the help of MEC Access, found that awareness of the Vodafone brand in the areas and regions it operates is "ubiquitous" (more than 90%).

The review found the way customers prefer to engage with the mobile industry was continually getting more sophisticated and there were increasing opportunities to invest in new engagement platforms, including digital.

Lundal said: "We've achieved very high levels of recognition and awareness for the Vodafone brand, supported by our investments in sponsorship.

"We now want to focus on our own marketing engagement platform to showcase the key attributes of our brand directly to our customers, using digital interactions and live events in ways that are both locally relevant and globally consistent."

It is understood that the decision was not influenced by the decision to go ahead with the Bahrain Grand Prix last year despite the violent uprising in the country.

Marketing's sister magazine Campaign revealed that Vodafone was reviewing its sponsorship strategy and looking for an opportunity that could be its next big sponsorship property in, May last year.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers