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Sports, Sponsorship and Europe Helen Day

European Sports Summit Major events: Major opportunities 20 th June 2013. Sports, Sponsorship and Europe Helen Day. ESA - the voice of the sponsorship industry in Europe Established since 1990

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Sports, Sponsorship and Europe Helen Day

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

  2. 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) European Sponsorship Association

  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. Global Sponsorship Spend 2001 to 2011 $ billion Global Sponsorship Spend Figures are based on sponsorship rights fees Source: IEG

  6. Sponsorship in Europe 2010 and 2011 € billion European Sponsorship Spend Figures cover all forms of sponsorship include global events staged in Europe Source: European Sponsorship Association 2012

  7. Sponsorship in Europe Breakdown 2010 € billion European Breakdown Figures cover all forms of sponsorship include global events staged in Europe Source: European Sponsorship Association 2012

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

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

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

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

  16. 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. 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 Self Regulation Principles

  19. Aegon and British Tennis

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

  21. 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 Sponsorship Laws & Codes for Alcohol Producers

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

  23. 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 Alcohol Advice for Rights Holders

  24. 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 Research on Alcohol Support Source: Sponsorship Ideas 2011

  25. 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 UK Alcohol Regulations

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

  27. Betfair Sponsorship World Snooker Championships World Matchplay Darts Horseracing

  28. Gambling Sponsorship Source: The World Sponsorship Monitor 2012

  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.” Gambling Sponsorship in Europe n n

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

  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 opportunitiesSports, Sponsorship and EuropeHelen DayHead of European PolicyEuropean Sponsorship Associationwww.sponsorship.org

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