Conclusion

In a highly competitive market, David Beckham is the latest in a number of high profile celebrities and sports personalities that Vodafone has used to promote Vodafone live! Market research and increased sales indicate that using Beckham's image has been highly effective. Sponsorship using stars involves a partnership between the star and the company, and success depends on both remaining high profile and in the public eye.

The Beckham campaign is seen in many countries worldwide and reinforces his own image as well as communicating Vodafone's brand values. Beckham is something of a phenomenon whose star status shows no sign of waning. Vodafone believes that it has gained an important advantage in a highly competitive market place as a result of having such a high profile, admired star attached to its name and its product.