Vodafone drops cricket sponsorship after 12 years

Vodafone is dropping its sponsorship of the England and Wales Cricket Board after 12 years. The current deal expires in January 2010 and will not be renewed.

The mobile phone operator says the move is part of an ongoing review of its sponsorship portfolio, which has also seen the company scrap a long-term deal with Australian Rugby Union this week. It has already revealed it will not renew its deal with UEFA Champion’s League, which expires at the end of next year.

It is not clear if the review will effect its high profile sponsorship of the McLaren Mercedes Formula 1 team, which includes world champion Lewis Hamilton. The company entered into a long-term £25m-a-year deal with McLaren in 2007.

Meanwhile, last year it pulled its 13-year association with the Epsom Derby, although it was forced to step in at the eleventh hour to sponsor this year’s event after organisers failed to find a replacement.

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