Vauxhall managing director Duncan Aldred talks to Simon Warburton as the manufacturer unveils a huge football sponsorship deal – thought to be worth around GBP100m (US$159m) across 3-1/2 years – for all four UK home nations – England, Scotland, Wales and Northern Ireland.
SW: You announced sponsorship of the England Football Association (FA) last week – why have you decided to make a clean sweep of all four countries?
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DA: Vauxhall is a British brand – we only sell our vehicles in England, Scotland, Wales and Ireland – it was always about getting into all four countries. We are the number one car in Scotland [for example].
In partnership with the FAs, it is our intention to become a driving force behind football, supporting the senior and grass-roots game across the whole of Britain. We know how passionate all four countries are about football. Football and cars are two of the UK’s greatest passions.
SW: In announcing the English deal, you declined to put a figure on what the sponsorship is worth [speculation has hinted at a total of GBP100m across all four nations] – can you reveal what it is now?
DA: It is very good value for money with each individual deal. [Aldred last week described the amount Vauxhall would pour into the England FA’s coffers as “commercially sensitive”].
SW: Will you move into other sponsorship deals now or will this arrangement suffice for the time being?
DA: What we have done is sign a 3-1/2 year deal, which is pretty monumental in Vauxhall’s history. Our focus is on doing this to the best of our ability – I am not looking around for many other opportunities.
SW: How will Vauxhall use its sponsorship through advertising?
DL: All we will say now is we will sponsor the merchandise and advertise at home games. This will work on a vast number of levels across 3-1/2 years. At some point we may have a bespoke TV campaign around it.
SW: There has been intense media speculation surrounding the return of a home nations [all four UK countries] tournament – would you back such a move?
DA: A home nations tournament is something we would totally back. It would be great to have competitive games and on a commercial level, there would be no better level than to have a home nations tournament – it would be fantastic. It is a decision for the respective FAs – it is not something we have within our remit to demand.
SW: How will Vauxhall lever value from the sponsorship?
DA: What we want is to create emotional engagement through the Vauxhall brand and there is no better way than to do that than through the nation’s [UK’s] favourite sport – football.
