Mobile phone operator Vodafone is to alter its global sponsorship strategy including its sponsorship of McLaren, after a review revealed an awareness of over 90 per cent of the brand across all operating markets.
The company has revealed that it aims to increase its investment in a range of new engagement platforms including digital under the new strategy using its own marketing platform, which will be developed and implemented this year.
Morten Lundal, group chief commercial officer for Vodafone, 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."
The sponsorship of the British F1 team will conclude at the end of the 2013 season.
"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,” added Lundal.