A good story on the changing face of sports sponsorships and rights: Five years ago, mobile phone operators judged the value of sponsoring a team by how many times players wearing their brand appeared in the media. Today, it is based on how much extra call revenue they can make from customers downloading ringtones, wallpaper, score updates and game highlights.
In UK, O2 and Vodafone have reaped the benefits of their longstanding relationships with rugby and cricket respectively, securing mobile content rights as part of broader sponsorship deals.
O2 expects mobile content revenue from its rugby and football deals to grow 20% in the next year.
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