Telecom major Vodafone has backed out of its sponsorship of
Australian Test team, thereby bringing to an end its 11-year-old
partnership with Cricket Australia.
next summer's Test series against South Africa and Sri Lanka
will be the last of Vodafone's sponsorship of Australian cricket
executive GM commercial Mike McKenna said the high-profile
partnership was one of the most successful and long-running
in Australian elite sport. But like all sports' sponsorships,
there comes a time when the sponsor achieves its partnership
objectives and moves on with new strategic priorities.
understand that Test cricket has helped Orange, 3 and Vodafone
become Australian household names and we look forward to continuing
to work with Vodafone next summer in what will be the final
season of our successful relationship," he added.
noted that the Vodafone partnership, which had progressively
profiled the Orange, 3 and Vodafone brands, had always had
particular meaning for Australian cricket after the Orange
brand of that time leapt in to fill the breach when Test cricket
sponsor, Ansett, crashed on the eve of the 2001 Test season,
leaving cricket without a Test partner just weeks before the
start of that summer.
partner, via these brands, has helped us promote Test cricket
and the sport is better for their long-term support,"
will, meanwhile, go to market for a new home-market Australian
Test cricket team sponsor from 2013-14 with an Ashes summer
as the launching pad for the new relationship. CA adds that
it believes the Australian team playing Test cricket at home
is possibly the most valuable sports' sponsorship asset in
research shows the Australian public loves Test cricket, regards
cricket as the sound of summer and that interest in cricket
goes through the roof when the traditional enemy, England,
tours this country," McKenna said.