Australian Cricket sponsorship safe despite 3 Mobile's merger with Vodafone 09/02/2009 |
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3 Mobile's multi-million dollar sponsorship of Cricket Australia will not be jeopardised by the company's merger with Vodafone Australia, the company says.
Hutchison Telecommunications (Australia) Ltd, owner of 3, is to merge with Vodafone and create a new telco named VHA Pty Ltd by mid-2009, which will be run equally by each company.
3 has been a naming rights sponsor of every summer's domestic Test series for eight years, and last month extended its sponsorship deal until 2013.
Its logo also features prominently on the playing attire of Australian Test cricketers, while 3 customers receive exclusive Test cricket content on their phones.
Hutchison Australia chief executive Nigel Dews, who will be chief executive of VHA, said the sponsorship will continue, although most likely under the Vodafone brand.
"It's a really powerful and important sponsorship and I'm delighted to have that sponsorship within the new group," Mr Dews told journalists.
Next summer's Test series will likely feature the Vodafone brand instead of 3, he said.
"The details of exactly how we implement it haven't been worked out, but it's just a terrific asset to have as we take the new business into the summer," Mr Dews said.
"It will be consistent with the branding of the business, so the lead brand will be Vodafone and over time the cricket will be as well."
It's estimated 3's current sponsorship deal is worth in excess of $25 million.
(Source: yahoo.com.au)
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