Global Office is a series of 30-minute programmes that will air on Tuesday, Saturday and Sunday evenings over the next 12 months from October 21.
Anchored by CNN business reporters Richard Quest and Liz George, the show will feature trends, topics and tips concerning issues of business management.
Vodafone has previously only used TV sponsorship in consumer promotions, such as its sponsorship of the MTV Awards. It is supporting the sponsorship with a heavyweight advertising presence on CNN, including a series of sponsored 50-second vignettes that will run alongside the advertising slots.
The sponsorship and vignettes are aimed at building brand awareness among a business community that is constantly on the move and hence difficult to reach via traditional advertising routes. The ad spots will promote Vodafone's Connect Card, which enables travellers to access their e-mail and other laptop services when they are away from the office.
The deal includes sponsorship of the Global Office web site on CNN.com and CNN's e-mail and text news bulletins, and there is cross-promotion through Fortune and Time.
Vodafone hopes to build the brand's image in the business community through its association with CNN's global business programming. Previous efforts at reaching this audience have been limited to airport poster sites and inserts into in-flight magazines.
"This CNN deal takes our marketing efforts to a different level," said a Vodafone spokeswoman. "We wanted a more integrated approach, which will reach our target audience through a number of different touchpoints: when they are away on business staying in hotels, when they are online, and when they are viewing at home."
The sponsorship deal was created by Carat International and CNN International.