Case study: Avaya

May 2006
Brand Strategy;May2006, Issue 202, p26
Trade Publication
Case Study
The article presents a case study regarding the sponsorship of business-to-business company Avaya Inc. of the 2006 World Cup. The company is the tournament's official communication provider because it is the only official partner that offers such service. Martyn Lambert, the company's marketing executive, claims that its main purpose for the current tournament is to broaden its market reach.


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