After a number of fallow years, we reinvigorated the case for sport and entertainment investment to help drive brand consideration, positioning Vodafone as a truly British brand whilst showcasing technology.
What started with the British and Irish Lions in 2021 has evolved into a series of flagship relationships with Wimbledon, Welsh Rugby and a series of festivals including Glastonbury and Kendal Calling. In 2024, a multi-year partnership with Scottish Rugby was agreed across Men’s and Women’s teams.
Fuse and Vodafone remain true partners across the spectrum of needs in strategy, activation and measurement.
Much of Vodafone’s activity uses technology to tackle barriers to entry in sport and entertainment. Key projects include PLAYER.Connect, technology-led player analysis that enables coaches to optimise rugby performance based on women’s health. At Wimbledon, 5G-experiences, such as GiveVision, enable visually impaired fans to ‘see’ the action while sat on Centre Court. At Mighty Hoopla, we deployed the latest haptic technology to enable hard-of-hearing music fans to feel the music through vibrations.
Our Wimbledon and rugby partnerships significantly boosted consideration among their respective audiences.
The Wimbledon partnership consistently outperformed those unaware across a range of important brand metrics, including viewing the brand as Reliable, Modern, and Proud to be a customer.
Exact details on the results cannot be shared due to confidentiality reasons.
