Vodafone Group Plc (VOD, VOD.L) announced it has concluded a review of its global sponsorship strategy. As part of this evolution, the company said it will end its engagement with McLaren after the conclusion of the 2013 season.
The company noted that it intends to transform its local and global sponsorship strategy to deliver an enhanced approach to customer engagement, founded on a new, Vodafone-owned marketing platform, to be developed and implemented throughout 2013.
Vodafone Group Chief Commercial Officer Morten Lundal said, "We've achieved very high levels of recognition and awareness for the Vodafone brand, supported by our investments in sponsorship. We now want to focus on our own marketing engagement platform to showcase the key attributes of our brand directly to our customers, using digital interactions and live events in ways that are both locally relevant and globally consistent."
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