Think about why Vodafone sponsored Manchester United and why Manchester United wanted the association. Think about whether or not the partnership has resulted in objectives being met. A key question might be, ‘Are Manchester United and Ferrari compatible sponsorship deals for Vodafone?’ Consider the possibility of problems surfacing for Vodafone after a period of time given that not everyone supports, follows or even likes Manchester United or Ferrari. Do you agree that intelligent sponsorship involves much more than putting the sponsor’s name on a football shirt or racing car?