Vodafone in last-ditch Cricket World Cup deal

Mark Kleinman,

February 05, 2003

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Vodafone in last-ditch Cricket World Cup deal

LONDON - Vodafone has struck a last-minute agreement to sponsor the Cricket World Cup in an unprecedented move that will allow it to feature its logo on the shirts of the England team at all matches.

The tie-up with the International Cricket Council, emerged yesterday (Tuesday), followed frantic negotiations.

The deal, worth an undisclosed sum, gives Vodafone category exclusivity in Europe, thereby allowing the ICC to claim that the mobile phone firm is not compromising a separate deal with South African company MTN, which is the tournament's official telecoms supplier.

The ICC had vowed to clamp down on any cases of "ambush" marketing at the World Cup, which begins with the opening ceremony in Cape Town on Saturday. England's first match, the tie against Zimbabwe, takes place on February 13, with the venue yet to be confirmed.

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