Sponsorship renewal, including evaluation of the return on investment and rights fee negotiation.

Vodafone needed support in renegotiating the sponsorship with McLaren Mercedes F1 due to changes in objectives and partnership requirements.

We successfully conducted negotiations on a renewed 3 year partnership. As part of the process, we re-designed the portfolio of rights and renegotiated the overall fee level.

We also developed Vodafone’s new strategy for activation and partnership.

Our approach

We developed a detailed business model to identify and evaluate the economic and business returns of the partnership. 

We managed the negotiation, including designation, exclusivity, branding rights and activation rights (photography, digital, events, driver appearances, technology innovation). 

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