Vodafone is tonight launching a "beer-bellied fairies" television advertising campaign to back its £24m three-year sponsorship of the Uefa Champions League.

The TV commercial, which will be supported by shorter sponsorship idents that will run globally, features football "fairies" who keep fans up to date while they are on the move.

"Football Messengers", created by Bartle Bogle Hegarty, shows a fan out on a dinner date secretly receiving a goal update froma beer-bellied fairy.

Vodafone signed up to become a Champions League sponsor last November in a deal estimated to be worth £24m over three years. It coincided with the company pulling out of its £9m shirt sponsorship deal with Manchester United.

The TV ad, which is being supported by a print and mobile phone campaign, continues with Vodafone's campaign strapline, "Make the most of NOW"

Media planning and buying has been handled by agency OMD.

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