Award-winning sports and entertainment marketing consultancy Right Formula has won a competitive multi-agency pitch to support Vodafone’s partnership with Gallagher Premiership Rugby team Wasps Rugby, Wasps Women and Wasps Netball for the 2021/22 season.

Right Formula will help Vodafone harness the power of data, digital content and human experience across various platforms aimed at the business community that reflects Vodafone and Wasps’ shared commitment to promote the role that technology can play in sports and business.

In 2019 at the then called Ricoh Arena, Vodafone unveiled its Vodafone Business Lounge – an innovation space designed for businesses to experience the latest emerging technologies including 5G, the Internet of Things (IoT) and high-speed fibre. In 2020, Wasps installed a Vodafone Heat Detection camera at its training ground to help safeguard staff and players as they returned to training following the outbreak of COVID-19.

Right Formula CEO, Robin Fenwick, commented: “We’re truly delighted to be working with a world leading business such as Vodafone as we help them to attract and engage with important B2B and B2C audiences, as well as showcase what their technology can achieve when combined with human spirit.

“This was a huge team effort. The strategic and creative approach we are taking is allowing us to truly understand brands’ desired outcomes and provide services that deliver the required results, so we’re really looking forward to getting started.

“On a personal note, I’m thrilled to be working with Vodafone again. I began my career working with them on music events and Formula 1 back in 2001, so it’s particularly exciting to be able to continue the relationship twenty years on. I hope we’ll be working together for many years to come.”

Vodafone UK Head of Marketing and Communications, Dan Underwood, said: “We’re thrilled that Right Formula will be helping us to unveil new and exciting case studies, bringing 5G and IoT to life and demonstrating the key role these technologies will play in transforming the world of sport and business.

“Right Formula impressed us with their strategic and creative approach and we are looking forward to working together as we welcome businesses back to the Vodafone Business Lounge at the Coventry Building Society Arena.”