Vodafone sees value in sport content

THE DAYS OF VODAFONE'S headlong rush into new markets may have vanished alongside its extensive portfolio of sport sponsorships but the mobile phone brand is rediscovering its appetite for sports content. Vodafone Essar its Indian subsidiary announced recently that it had linked up with ESPN Star to stream ball-by-ball coverage of the Cricket World Cup. The company has also been named as a co-presenting broadcast sponsor the competition which will be staged in India, Bangladesh and Sri Lanka starting in February. “The 2011 cricket season in India coincides with an exciting time in the telecom industry,” said Vodafone Essar chief marketing officer Kumar Ramanathan. “Through this association with ESPN Star Sports...we continue to engage our customers in a more meaningful and relevant manner.” -14/2/2011