Vodafone Ends Australian Sponsorship Deals

The mobile phone company will end its $(AU)10 million ($9.7m) sponsorship of the Australian Cricket Team and the summer Test series after next summer’s Test cricket against  South Africa and Sri Lanka. 

Cricket Australia (CA) Executive General Manager Commercial Mike McKenna thanked Vodafone for the partnership which is one of the most successful and long-serving in Australian sport. 

McKenna said: “We understand that Test cricket has helped Orange, ampoule 3 and Vodafone become Australian household names and we look forward to continuing to work with Vodafone next summer in what will be the final season of our most successful relationship. 

“But like with all sports’ sponsorships, pills there comes a time when the sponsor achieves its partnership objectives and moves on with new strategic priorities.” 

The partnership began when Test cricket sponsor Ansett crashed on the eve of the 2001 Test season, stuff paving the way for the then Orange brand to fill the void. 

CA will go into the market for a new sponsor from 2013-14 and aim to use the Ashes as the scene to launch the new sponsorship. 

McKenna, who believes Test cricket being played at home is the most valuable sports’ sponsorship asset in Australia, said: “Our research shows the Australian public loves Test cricket, regards Test cricket as the sound of summer and that interest in cricket goes through the roof when the traditional enemy, England, tours this country.” 

Vodafone’s deal with V8 Supercars team Triple Eight engineering will also be discontinued at the end of the year.