Sport and event sponsorship

paragraph 1

The linkage of a brand name of an alcoholic beverage to an event is permitted.

paragraph 2

It is permitted to show the sponsorship on physical advertising materials in the framework of events, provided that the rules of Articles 10, 15, 16, 20 and 29 are complied with.

paragraph 3

It is permitted to advertise through physical advertising materials in the framework of events, provided that articles 10, 15, 16, 20 and 29 are complied with.

paragraph 4

With regard to the content of the advertising messages that are used in paragraphs 1 up to 3, it applies that in case of sports and events sponsorship all rules of this Code are applicable.

Explanations to Article 18:

Events where, in addition to adults, people under the age of 18 are also active (such as football matches and concerts) may in principle be sponsored, as long as these minors, such as influencers, musicians and artists, are not actively used in the context of promoting alcoholic beverages.

Guidelines to Article 18 – Sports and event sponsorship

The linkage of a brand name of an alcoholic beverage to an event is permitted. All rules of the Code also apply to sports and events sponsorship. It is permitted to show the sponsorship through physical advertising materials, provided that articles 10, 15, 16, 20 and 29 are complied with. In the context of Article 20 it is necessary to find out through or together with the organisation who exactly will be visiting the event and what percentage of this is younger than 18 years old. If you cannot determine this for certain and if there are any signals that more than 25% of the visitors is younger than 18, than it would be wise not to sponsor this event. Also remember Article 29, because a brand name of an alcoholic beverage may not be portrayed on clothing, attributes and means of transport that are used by a sportsman or sports team for active sports.