Vodafone is to end its sponsorship with Formula One team McLaren after finding it will have “less need for this kind” of exposure in future
Vodafone is to end its sponsorship deal with Formula One team McLaren at the end of its 2013 season.
The operator said the decision was made so it can focus on a new Vodafone-owned marketing platform, to be developed and implemented throughout 2013.
A review by Vodafone of its global sponsorship strategy found there is scope to increase investment in a range of new customer engagement platforms, including digital.
Vodafone also anticipates changes in customer engagement preferences as the mobile industry evolves with increasingly sophisticated products and services.
It said: “In light of these factors, Vodafone intends to transform its local and global sponsorship strategy to deliver an enhanced approach to customer engagement, founded on a new, Vodafone-owned marketing platform, to be developed and implemented throughout 2013.”
Vodafone Group chief commercial officer Morten Lundal 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.”