Addleshaw Goddard, Linklaters and Olswang have advised on a joint venture (JV) between Sainsbury's and Vodafone to create a new mobile phone network, 'Mobile by Sainsbury's'.

Addleshaws advised Sainsbury's, with a team led by technology, media and intellectual property partner James Whittaker and corporate finance partner Andrew Rosling.

Linklaters and Olswang acted for Vodafone, with Linklaters' global competition head Gerwin Van Gerven advising on competition clearance alongside Raj Roy from Vodafone's in-house legal team. Olswang partner Louis Glass handled corporate advice. 

The commercial legal work was carried out in-house, led by Vodafone lead counsel Phil Auld.

Whittaker said: "Developing new businesses is one of the five areas of Sainsbury's strategy, and, given the size of the mobile network in the UK, this new launch is a significant move for them. Working on a joint venture has a slightly different dynamic to other deals as it is in both parties' interest for it to work."

The role for Addleshaws comes after the firm last year advised the supermarket on its high-profile move into e-book retailing through the purchase of HMV's majority stake in Anobii. 

Both Addleshaws and Linklaters are on Sainsbury's legal panel, which was last reviewed in September 2011.