Sponsorship is ‘a perfect fit’

Vauxhall took the decision to extend its contract with the FA a year early, partly because it believes it is getting excellent value from the partnership.

Duncan Aldred, Vauxhall chairman and managing director, said the deal fitted with the company’s objective of “stretching the brand”  to a broader customer base.

“The sponsorship is a perfect fit. It’s about pride and winning hearts and minds,” he says.

Aldred claims research shows that people who are aware of the deal are more likely to consider buying a Vauxhall.

“There’s a 10-point increase in consideration, including for user-choosers,” he says.

“User-choosers are a key target. We have to grow our base where free choice exists.”

England manager Roy Hodgson said of the extended sponsorship deal: “I’m delighted the partnership will continue into the future.

“Vauxhall supports the team both in public and private, and from personal experience they literally help me get to the many matches around the country to watch England players in action for their clubs.”

Factfile

Organisation The FA
Key contact Peter Daire, group head of sponsorship
Vauxhall contact Keith Michaels, head of marketing operations
Fleet size 125 cars (112 job-need; 13 executive)
Funding via sponsorship contract with Vauxhall
Replacement cycle 11 months/20,000 miles maximum
Models on fleet Astra, Insignia (Corsa, Antara, Meriva and Zafira Tourer, Mokka also offered)