Last week Vodafone announced that their logo is to be replaced on the Dublin football and hurling teams’ jerseys for the first rounds of the National League. Their bright red trademark will be replaced by a white emblem of Suicide Or Survive (SOS); a charitable organisation who aim to ‘break down the stigma of mental health issues and ensure that those affected have access to quality recovery services that are right for the individual’.
A corporate entity offering a charity such a potentially beneficial opportunity speaks volumes for the level of corporate responsibility that Vodafone endorse. Their ‘Vodafone Ireland Foundation’ was set up in 2003 and provides funding for sponsorship, emergency relief and families facing adversity. Their latest offering is testament to their commitment to positively impact on society.
When I heard that Vodafone were planning to replace their logo with SOS, I applauded the company in my head. Not only because organisations like SOS need all the support and advertising they can get; Vodafone have pulled off a marketing masterstroke. The coverage that Vodafone received from the gesture was phenomenal, far greater than what they would have received from two National League games.
The story was carried in nearly all national news outlets and gave great exposure to SOS. On the other side it championed Vodafone as a company in touch with real life issues and married it to the cause of mental health awareness. It is worth noting that mental health awareness is a massive issue at the moment and very much in the media spotlight.
In 2008 when the GAA opted for a multi sponsor approach to their All Ireland Championships, Vodafone became one of three title sponsors of the football series. Three years later Vodafone switched from being one of four sponsors of the football championship to becoming the sole sponsor of Dublin GAA. This move highlights the strength of the Dublin GAA brand and the success of both teams in 2011 has undoubtedly rewarded Vodafone’s investment.
Personal research undertaken in 2007 suggested that Guinness was the most recognisable sponsorship partner of the GAA at the time. I imagine that right now they are still in that position but Vodafone are right behind them. Since beginning their sponsorship in 2008 they have been clearly visible to GAA fans throughout the country while their recent switch to Dublin GAA has actually increased their visibility across the board.
In recent months news articles have noted that some counties are struggling to secure sponsors for the coming year. Expect to see more county boards offering naming rights on their grounds to potential sponsors as they try to balance the books. Most counties will struggle to promote their brand to the level of Dublin GAA but with the right sponsorship strategy, companies will reap the rewards of investing in inter-county teams.
It is suggested that the sponsorship market in Ireland will be worth €120-€130 million in 2012. Sponsoring companies will be looking for a favourable return on investment through claiming any advantages they can. Vodafone’s start of year initiative has certainly set a benchmark for the year ahead where companies will have to think outside the box to claim maximum advantage in a cluttered marketplace.
