<< Naar nieuwsoverzicht

Vraag & Antwoord: Vodafone over de waarde van sponsoring

  • Gepubliceerd op 15 aug 2011 11:41
  • 3
  • Door: Rob Veenstra
In de Formule 1 gaat veel geld om, heel veel geld. De teams zijn voor een groot deel van hun budget afhankelijk van sponsors. Vodafone is wat dat betreft al jaren een grote speler. De Britse telecomaanbieder was een tijdlang verbonden aan Ferrari en stapte voor 2007 over op concurrent McLaren. Onlangs verlengden McLaren en Vodafone het contract tot eind 2013. Daragh Persse, hoofd sponsoring bij Vodafone, vertelt over de waarde van sponsoring.

Vodafone heeft de verbintenis met McLaren verlengd tot eind 2013, dus jullie moeten tevreden zijn over de samenwerking...
Persse: “Absoluut. We zijn verguld met de samenwerking met Vodafone McLaren Mercedes. Het stelt ons in staat om ons merk wereldwijd bekendheid en waarde te geven, maar belangrijker nog is dat we onze communicatie-oplossingen op en naast de baan tentoon kunnen spreiden. Het nieuwe akkoord maakt ons naast titelsponsor ook officiële communicatiepartner van McLaren. We brengen onze klanten dichter bij de Formule 1 door middel van services, acties, evenementen en ervaringen. Deze samenwerking biedt ons een innovatief, krachtig en geïntegreerd marketing platform om Vodafone-klanten iets extra's te leveren.”

In 2007 stapte Vodafone over van Ferrari naar McLaren. Een opmerkelijke stap, aangezien deze twee teams verschillen in hun filosofie. Wat was de reden voor deze overgang?
Persse: “Vodafone en Ferrari hebben diverse sponsormogelijkheden afgetast voor de periode na 2006. Ferrari was echter niet in staat om ons voorwaarden voor 2007 en daarna aan te bieden waarmee wij in konden stemmen. De mogelijkheid om je aan een winnend team te verbinden komt zelden voorbij. McLaren was een schot in de roos. We delen het doel om altijd te winnen en de beste te zijn. Beide bedrijven zijn gefocust om alles uit elke minuut te halen, of dat nou op de baan of richting onze klanten is.”

In hoeverre kunnen jullie de beslissingen van het team beïnvloeden?
Persse: “Niet, we hebben geen invloed op de besluiten. Het team is verantwoordelijk voor de selectie van de coureurs en de marketing. We werken nauw samen met het team en we steunen ze, maar zij bepalen het beleid.”

Vodafone heeft in de tien jaar in de Formule 1 drie directeuren gehad. Waren dat allemaal fans van Formule 1?
Persse: “Voorheen is het misschien het geval geweest dat het belang van een directeur heeft geresulteerd in een sponsorovereenkomst, heb ik gehoord. Maar het is echt niet zo dat we aan racen doen omdat de directeur fan is van de sport. Onze sponsorovereenkomsten selecteren we op basis van een acceptabele return on investment en onze doelstellingen. We geloven sterk in de kracht van sponsoring als manier om een merk te versterken, klanten blij te maken en opbrengsten te genereren. Daar blijven we kritisch naar kijken.”

Welk advies kan je geven aan potentiële Formule 1-sponsors?
Persse: “Sponsoring moet een rol spelen in de werving van klanten en meer zijn dan alleen naamsbekendheid opdoen, anders is het puur branding en dan haal je niet alles uit de mogelijkheden. Als Vodafone sporen we onze klanten aan om dicht bij hun passies te komen, en van die aanpak plukken we al tien jaar de vruchten met de Formule 1.”
F1 Nieuws Ferrari Mercedes McLaren

Reacties (3)

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  • FerrariRules

    Posts: 2.957

    Dit artikel zegt eigenlijk niets nieuws. We willen weten wat ze nou echt terugkrijgen voor de sponsoring. Wat betalen ze en hoeveel krijgen ze er voor terug in bv aantallen klanten. Volgende keer even doorvragen meneer de journalist.

    • + 0
    • 15 aug 2011 - 13:17
    • Refuse

      Posts: 428

      uhm .. stomme vraag misschien, maar .. .waarom willen \&quot;we\&quot; dat weten?
      Van plan om te gaan sponsoren? ;)

      • + 0
      • 15 aug 2011 - 19:13
  • Robbert89

    Posts: 305

    Waarom willen we dít überhaupt weten? Beetje non-nieuws. Hele sponsorgedoe rond Vodafone en McLaren intressert mij niet.

    • + 0
    • 16 aug 2011 - 01:12

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done
""