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Phones 4u helps NSPCC 'kick off' national campaign at Watford. (Company Round-Up).

International Journal of Sports Marketing & Sponsorship

Watford Football Club's leading sponsor, the high street mobile phone retailer, Phones 4u -- a division of the Caudwell Group, Europe's biggest independent mobile phone company -- ordered the club's players not to wear shirts featuring the company's logo for the top of the table clash with Bolton, which was broadcast live on Sky Sports.

Instead they were replaced with special NSPCC football shirts so that the club could rouse support for the launch of the charity's new fundraising initiative to help raise awareness of the Football Full Stop campaign, which is being backed by David Beckham among others.

John Caudwell, chairman and chief executive of the …

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