Connecting Vodafone and the British and Irish Lions

Yesterday morning we broke the news here that Vodafone in the UK and Ireland were to be the lead partner of the British and Irish Lions Tour to South Africa in 2021.

Today we sit down with Head of Sponsorship at Vodafone Ireland Gerry Nixon on the genesis of the deal, how the company has worked together across the two countries to ‘double down’ on Rugby after last year’s extension of the partnership with Irish Rugby.

“It’s a great opportunity and something we want to use to show the power of our network in connecting what really matters to people.”

We chatted about the way in which Vodafone has integrated its sponsorship portfolio as a key part of its overall marketing and positioning.

“Sponsorship is a really key way to drive brand affinity and we will be looking to leverage this deal through as many areas as we can.”

It’s a good insight into the mechanics behind a major sponsorship deal, looking at the why as well as the how.


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