August 24, 2005
Mobile Phone Cos Tune Into Live Music Sponsorship
Mobile phone companies are shifting megabuck U.K. sponsorship campaigns away from sports events and into live music, hoping to take advantage of a boom in concert attendance and also fuel demand for the high-margin music-based mobile content, reports Cellular News.
"Sport has traditionally taken the lion's share of telecoms sponsorship cash, but the emergence of music as a key driver for data usage amongst mobile phone users has renewed interest in concert promotion.
Live music also offers mobile companies the opportunity to provide special services for customers of the sponsor, helping to reduce the number of customers switching providers, or churn, and also attracting new users.
The swing in focus away from sports promotion to live music has coincided with a boom in attendance of live music events. Live concerts have always been popular in the U.K. summer, but the number of events has exploded in recent years."
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