Sales of Vodafone's digital mobiles must be going through the roof if this week's massive sponsorship announcement with the Australian Rugby Union and the Wallabies is any guide.
The three-year undisclosed deal, "substantially" surpasses the Wallabies last sponsorship deal with soft drink maker Schweppes, which was valued at $6 million.
So what do you get for more than $6 million these days? Naming rights as the Vodafone Wallabies, premium signage on the front of players' jerseys and hoards of advertising rights during test matches and other representative fixtures.
Let's hope the Wallabies return the favour by thumping England, South Africa, France and the Kiwis in test matches over the next 12 months