Vodafone run-out

Vodafone have just announced that they're pulling out of their sponsorship of the England Cricket team when the current deal comes to an end in January 2010.

This is quite a surprise having worked on Vodafone in a past life (albeit briefly) - there always seemed to be a real belief in what was their only real 'local' sponsorship?

At the time of renewal, I seem to remember that this was being reported as £12m for 4 years, so it's one of sports larger and more high-profile partnerships.

It'll be very interesting to see how the ECB approach this as an brand opportunity, with their search for a replacement sponsor being set against the back drop of a global recession. Cricket has traditionally targeted a very upmarket audience and the financial sector has played a major role in providing much needed funding.

The big question will be how long they can get a new partner to commit for? You have to ask yourself which brands are in a position to make long-term commitments in the current market and linked to this, at what point the EBC will fold and decide to take the money that's being put on the table?

From a sponsorship market perspective, we have to hope that they do find a good partner who's willing to make a long-term commitment. Seeing such great opportunities fall prey to speculative deals out to exploit a short-term brand exposure opportunity will only reduce the future value of the property (and other similar properties).

The LTA managed to replace Stella, although we're yet to see quite what AEGON have up their sleeve in terms of activation (and whether they'll be affected by the current turmoil?). So it's not impossible, but it'll certainly be tough?

It's going to be an interesting year for sports sponsorship - we just have to hope that the market doesn't make too many short-term decisions that will hurt their long-term game?