Vodafone bails out of England cricket sponsorship

LONDON - Vodafone UK is to end its 12-year sponsorship of the England cricket team.

Drawing stumps: Vodafone will end its sponsorship of the England cricket team in 2010
Drawing stumps: Vodafone will end its sponsorship of the England cricket team in 2010

Its current four-year support will conclude at the end of the team’s winter tour of South Africa in January 2010.

Ian Shepherd, consumer director at Vodafone UK, said the decision was part of an ongoing review of its sponsorship portfolio, which includes a tie-up with Formula 1 star Lewis Hamilton.

"We’ve enjoyed a successful relationship with the ECB and the England team over the last 12 years and the sponsorship has provided us with a platform to build the Vodafone brand and add value to our customers."

John Perera, commercial director of the England and Wales Cricket Board, said Vodafone’s exit provided a "wonderful opportunity" to find a new commercial partner for English cricket.

"We fully respect their decision and look forward to working with Vodafone over the next twelve months, in what promises to be the start of another exciting and momentous chapter for the England cricket team," said Perera.

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