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Vodafone makes Wimbledon centrepiece of return to sponsorship mainstream

(Photo by AELTC/Joe Toth - Pool/Getty Images)

  • Deal with AELTC primarily cash-based with limited value in kind
  • Fuse agency provided advice on strategy and sponsorship valuations
  • IMG agency also involved in discussions
British telco Vodafone is making Wimbledon the centrepiece of its partnership activity after returning to the sponsorship mainstream with the British & Irish Lions last year.

According to sports industry sources, Vodafone will pay between £3m ($3.9m/(€3.6m) and £5m per season in its five-year deal with the tennis Grand Slam’s rights-holder, the All England Lawn Tennis Club. The deal is primarily a cash-based marketing partnership, with limited value in kind, aimed at showcasing the value of its 5G network.

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