1. Sports, Sponsorship and Europe
Helen Day
European Sports Summit
Major events: Major opportunities
20th
June 2013

2. European
Sponsorship
Association
ESA - the voice of the sponsorship industry in Europe
• Established since 1990
• Members across Europe from sponsors, rights holders,
consultancies, associated research and professional firms
and affiliates linked to sponsorship
• Aim to set standards in sponsorship, with education and
representation of the members
• Regular workshops, training and conferences
• Annual European Sponsorship Excellence Awards
• Establishment of the ESA Diploma and other continued
professional development (CPD)

3. ICC Code on
Sponsorship
• First Advertising Code in 1937
– Provided globally acceptable framework for
responsible creativity and communication
• First Sponsorship Code in 1992
– Expression of social responsibility in light of
globalisation and market liberalisation with
emerging new media and markets
– Instrument of self-discipline as an interpretive aid
for practitioners and as reference for courts in any
disputes
• Latest Sponsorship draft in 2011
– Incorporated with other commercial
communications into a Consolidated Code on
Marketing with specific chapter on sponsorship

4. ICC Definition of
Sponsorship
1992 version:
Any communication by which a sponsor contractually
provides financing or other support in order to
establish a positive association between the
sponsor’s image, identity, brands, products or
services and a sponsored event, activity, organisation
or individual
2003 and 2011 versions:
Any commercial agreement by which a sponsor, for
the mutual benefit of the sponsor and sponsored
party, contractually provides financing or other
support in order to establish an association between
the sponsor’s image, brands or products and a
sponsorship property, in return for rights to promote
this association and/or for the granting of certain
agreed direct or indirect benefits

5. North
America
Europe Asia
Pacific
Central &
Southern
America
Other
2012
(projected)
$51b $18.9b $14.1b $11.9b $3.9b $2.2b
2011 $48.7b $18.2b $13.6b $11.1b $3.7 $2.1b
2010 $46b $17.1b $12.9b $10.6b $3.6b $2b
2009 $44.4b $16.5b $12.1b $10.1b $3.5b $1.9b
2008 $43.4b $16.6b $11.7b $9.5b $3.5b $2b
2007 $37.7b $14.9b $10.6b $7.4b $3.0b $1.8b
2006 $33.7b $13.4b $9.5b $6.4b $2.7b $1.7b
2005 $30.5b $12.1 b $8.5b $5.8b $2.5b $1.6b
2004 $27.9b $11.1 b $7.8b $5.2b $2.3b $1.5b
2003 $25.9b $10.25b $7.4b $4.7b $2.2b $1.4b
2002 $24.4b $9.6b $7.1b $4.7b $2.1b $1.3b
2001 $23.5b
2012 % 37.1% 27.7% 23.3% 7.6% 4.3%
Source: IEG
Global
Sponsorship Spend
Global Sponsorship Spend 2001 to 2011
$ billion
Figures are based on sponsorship rights fees

6. Total Sponsorship
2010 2011
Europe Countries €22.8b €25.2b
Pan European events €0.5b €0.7b
Global Events - Europe €0.03b €0.6b
Total €23.3b €26.5b
% Change Year on Year +14%
Sponsorship in Europe 2010 and 2011
€ billion
Source: European Sponsorship Association 2012
European
Sponsorship Spend
Figures cover all forms of sponsorship include global events staged in Europe

7. Total
Sponsorship Sport Non-Sport
Europe Countries €22.8b €15.6b €7.2b
Pan European &
Global Events €0.53b €0.53b € -
Total €23.33b €16.13b €7.20b
% Breakdown 69% 31%
European
Breakdown
Sponsorship in Europe Breakdown 2010
€ billion
Source: European Sponsorship Association 2012
Figures cover all forms of sponsorship include global events staged in Europe

8. Source: The World Sponsorship Monitor 2012
Global Deals
2012

9. Top Ten
Industries
- Value
Source: The World Sponsorship Monitor 2012

10. Source: The World Sponsorship Monitor 2012
Top Ten
Sponsored Sports
- Value

11. Source: The World Sponsorship Monitor 2012
Top Ten
Sponsored Sports
- Deals
Source: The World Sponsorship Monitor 2012

12. Sponsorship
Deals by Type
Source: The World Sponsorship Monitor 2012

13. Olympic
Torch Relay
Coca Cola bus
Lloyds TSB advertising
Samsung fund-raising

14. P&G and the
2012 Olympics

15. Pan-European
Sponsorship
1996 European Commission Green Paper on Commercial
Communications considered sponsorship in detail, and
recommended:
• Sponsorship to be seen a separate marketing
discipline to advertising, PR, sales promotion, direct
mail, product placement, patronage etc.
• Country of origin principle was appropriate
• No harmonisation needed, but subsidiarity works,
allowing each member state to set its own laws and
regulations
• No EC central legislation was needed
“Sponsorship is the most effective form of cross-border
commercial communications.”
Jean Bergevin, EC DG Markt 1998

16. EU Directives UK National Law
Green Paper on Commercial
Communications (1996)
-
Consumer Protection on Distance
Contracts (2000)
Unfair Commercial Practices (2005)
Consumer Protection
(Distance Selling ) (2000)
Unfair Trading and Business
Protection (2008)
Electronic Communication and
Data Privacy (2002)
Privacy and Electronic
Communications (2003)
Television without Frontiers
Directive (1997)
Audio Visual Directive (2007)
Communications Act (2003)
(Not yet implemented)
Directive on Advertising and
Sponsorship of Tobacco (2003)
Tobacco and Advertising
Promotions Act (2002)
EU and UK
Legislation

17. Legal Framework
in UK
Prohibited Advertising
• Political advertising
• Prescription-only medicines (1994 Act)
• Tobacco
– 1965 Ban on TV advertising of tobacco products
– 1977 Labour manifesto pledges to ban tobacco
advertising including sponsorship
– Nov 2002 Tobacco and Advertising Promotions Act
– July 2003 Ban on sponsorship of sporting events
held within the UK
– July 2005 Ban on sponsorship of excepted global
events (Formula One and World Snooker
Championships)

18. Self Regulation
Principles
Sponsorship Complaints
•Normally would made by the public to the rights holder
•Contractual terms normally allow for sponsorship to be cancelled
due to disrepute of either sponsor and sponsored party
EASA (European Advertising Standards Alliance)
•European network of national self-regulatory organisations (SROs)
•Competence to handle all complaints within advertising but their
sponsorship remit varies for events or broadcast
ESA joined EASA in 2008 to establish a pan-European
sponsorship self-regulation process
•Complaints made to national SROs could be passed on to
Joint Arbitration Panel to adjudicate on issues
But very few complaints have been made nationally and
NO sponsorship complaints have been referred to EASA/ESA

19. Aegon and
British Tennis

20. Heineken and
Champions League
Responsible advertising
Competitions
Hospitality
Global Advertising
App and Social Media
Competitions

21. Sponsorship Laws
& Codes for
Alcohol Producers
Government Legislation
• France – Loi Evin ban in place since 1991
• Ireland – currently considering a ban
Government Co-Regulatory Frameworks
• Scottish Government Sponsorship Guidelines
• UK Responsibility Deal Code on Sponsorship
Self-Regulatory Industry Codes
• Beer /Spirits / Wine associations codes on Advertising
and Marketing
•Alcohol Producers
• Internal Corporate Guidelines and Policies

22. EC Alcohol &
Health Forum
EC Alcohol and Health Forum
• Launched on 7th June 2007
• Membership from 68 organisations representing:
o Producers, wholesalers and retailers of
alcoholic beverages
o Marketing bodies including advertising,
media and sponsorship
o Health and consumer NGOs
o Family and youth organisations
• All members sign up to make commitments aimed at
reducing alcohol-related harm
• All commitments independently monitored and assessed

23. Alcohol Advice for
Rights Holders
ESA Guidelines and Legal Clauses for Rights Holders
regarding Alcohol Sponsorship (2012)
•General principles
• Ensure all are aware of codes and guidelines
• Encourage responsible drinking promotions
•Sponsorship
•Not of events with particular appeal to those under 18
•Care if involved with motorsports events
•Marketing
• Consideration regarding permanent alcohol signage at
venues used by predominantly those under 18
•Promotions and Merchandise
•No marketing to those under 18 in competitions, clothing,
merchandise or sampling activities
•Alcohol Consumption
•Legal Clauses
• Regulations, Compliance, Obligations, Responsibilities etc.
http://www.sponsorship.org/content/policy.asp

24. Research on
Alcohol Support
Report on “Supporting Local Communities:
Assessing the Contribution of Europe’s Brewers”
• €928 million spent p.a. across Europe
• Only 11.9% goes to major sports events
• Most support is local (36%) or regional (48%)
• 70% of public say beer support helps events occur
• 78% of rightsholders said they would suffer considerably
from losing beer support
Source: Sponsorship Ideas 2011

25. UK Alcohol
Regulations
• UK government’s Responsibility
Deal seeks new UK Alcohol
Sponsorship Code
• Portman Group reviewing own
code and using Scottish Guidelines as
basis for new UK Alcohol Sponsorship
Code with ESA and some
rightsholders on working group
• Binding on alcohol producers but
seeking endorsement from major
rights holders
• Note that of the 196 complaints
received by Portman Group since
1996, none have related to
sponsorship

26. Alcohol Sponsorship
of Rugby in Europe Heineken Cup
Guinness Premiership
Brains Welsh team

27. Betfair
Sponsorship
World Matchplay
Darts
Horseracing
World Snooker Championships

28. Source: The World Sponsorship Monitor 2012
Gambling
Sponsorship

29. European Commission:
• March 2011 consultation process on draft Green Paper on
online gambling
• Dec 2012 resulted in Communication on “Towards a
comprehensive European framework on online gambling” which
did not have concerns about gambling sponsorship issues
• EC Workshop (today) in The Hague “The marketing and sale of
sports rights (media rights, sponsorship, and sports data):
current and emerging market trends”
Council of Europe:
• Sept 2010 Council of Ministers meeting proposed “Betting
operators should be banned from funding or sponsoring teams
or individual competitors if they manage bets placed on
competitions in which they are participating.”
• Discussions resulted in change of clause to: “Sponsorship
contracts should state that the sponsor plays no role in, and will
exercise no influence on, the sporting decisions taken by the
sponsored team or individual.”
nn
Gambling
Sponsorship
in Europe

30. Gambling
Sponsorship
in UK
• 2005 Gambling Act - comprehensive regulatory
framework for the advertising of gambling (betting,
gaming and lotteries) which lifted gambling
advertising restrictions in Great Britain (not
Northern Ireland)
• Creation of new Gambling Commission in UK
• 2007 - Gambling sponsorship allowed when CAP and
BCAP Advertising Codes came into force
• Gambling Industry Code for Socially Responsible
Advertising was issued by the marketing industry
• May 2013 – Gambling (Licensing & Advertising) Bill
published limiting the marketing by licensed
gambling operators in the UK

31. Padel Pro Tour
Euroleague Basketball
Moto GP
Kite surfing
Soccer
bwin
Sponsorship
Norbert
Teufelberger
CEO of BWin

32. Trends in
Sponsorship
• Growth area despite recession (compared to advertising)
• Need to demonstrate value and return on investment
• Increasingly innovative and complex, using new
techniques with social media, digital technology, multi-
media platforms
• Major events can offer excellent opportunities for range of
sponsorship deals if packaged creatively
• Essential source of income for elite sport in order to fund
grassroots activities
• Increasing expertise in sports bodies regarding
sponsorship issues
• Potential threats include restrictive legislation, ambush
marketing and media clutter

33. Athletics event
Sponsorship
Samsung withdrawal from Diamond League Toyota and Seiko joint promotion
Aviva UK sponsorship

34. European Sports Summit
Major events: Major opportunities
Sports, Sponsorship and Europe
Helen Day
Head of European Policy
European Sponsorship Association
www.sponsorship.org