ICC International Code on Sponsorship
Commission on Marketing, Advertising and Distribution, 1992

French version

Introduction
Sponsorship has become one of the major sources of funding for both local and international events involving sports, the arts, the environment, media, humanitarian and community projects, education and various other fields.

Sponsorship is also a useful way for companies and organizations to convey a broad message in association with the event, in a manner which is acceptab le to their consumers.

Although sponsorship is an integral part of marketing strategy, it differs from advertising as well as from patronage with respect to objectives, message and control. Sponsorship benefits the general public by making possible events and activities which might not have been feasible otherwise. Successful sponsorship therefore benefits all the concerned parties, including sponsors, organizers, media and performers, and the general public.

The ICC Code on Sponsorship has the intention of setting down basic principles and guidelines for good practice and fairness in sponsorship so that sponsorship may play its proper role in the best interests of all concerned.

The Code is designed primarily as an instrument for self-discipline within the framework of national and international laws, and is also intended to complement existing self-regulation in the country or countries concerned. The Code, however, is also designed to serve as an interpretative aid for the parties in the clarification of uncertainties arising under the sponsorship, as well as a reference for courts or arbitrators in sponsorship disputes.

Scope of the code
The Code applies to all sponsorship related to corporate image, brands, products, services activities or events of any kind.

The Code does not apply to advertising, sales promotions, direct marketing or other areas which are already covered by other ICC Codes. This Code does not apply to any sort of funding which lacks a commercial or communication purpose, such as donations.

Definitions
In the context of the ICC Code on Sponsorship certain key terms are defined as follows:

Sponsorship: any communication by which a sponsor, for the mutual benefit of sponsor and sponsored party, contractually provides financing or other support in order to establish a positive association between the sponsor's image, brands, products or services and a sponsored event, activity, organization or individual.

Sponsor: any corporation or legal person providing financial or other sponsorship support.

Sponsored party: any individual or legal person receiving direct or indirect support from a sponsor in relation with an activity or event.

Audience: The public, individuals, or organizations to which a sponsorship is directed.

Other marketing terms used in the Code are defined as in the previously enacted ICC Codes.


Basic principles

A. All sponsorship should be honest, truthful, legal and conform to the accepted principles of fair competition in business.

B. The terms and conduct of sponsorship should be based upon principles of fairness and good faith between all parties to the sponsorship.

C. The sponsorship should be based on contractual obligations between the parties. Sponsorship should be acknowledged and should not be misleading.

D. All categories of sponsors who are legally allowed to conduct business are free to sponsor any activity, event or programme of any kind and to define a set of sponsorship objectives, provided that such a sponsorship is consistent with the principles of fairness and good faith set out in this Code and other self-regulatory Codes.

Rules
Clarity and Accuracy
Article 1
Sponsorship and all related communications should be subject to the principle of clarity and accuracy with respect to all persons and organizations taking part in the sponsorship and to any rights or other privileges granted to the sponsor.

Autonomy and self-determination
Article 2
Sponsorship should respect the autonomy and self-determination of the sponsored party in the management o f its own activities and properties, provided the sponsored party fulfils the objectives set out in the sponsorship agreement.

In particular, where the sponsored party's intellectual or creative properties are part of the sponsorship agreement, the sponsored party's creative freedom should be respected.

Imitation and Confusion
Article 3
Sponsors and sponsored parties, as well as other parties involved in a given sponsorship, should avoid imitation of the representation of other sponsorships where such imitation might mislead or generate confusion, even if applied to non-competitive products, companies or events.

Parties to the Sponsorship
Article 4
The sponsor should take particular care to safeguard the inherent artistic, cultural, sporting or other content of the sponsored activity or organization and should avoid any abuse of its position which would damage the identity, dignity, or reputation of the sponsored party.

The sponsored party should never obscure, deform or impugn the image or trademarks of the sponsor nor should it jeopardize the goodwill or public appreciation these have already earned.

The Sponsorship Audience
Article 5
The audience should be clearly informed of the existence of a sponsorship with respect to a particular event, activity, programme or person and the sponsor's own message should not deliberately offend the audience's religious, political or social convictions or professional ethics.

The foregoing does not imply any restriction on the sponsor to provide support for avant-garde or potentially controversial artistic/cultural activities, nor is the sponsor thereby required or encouraged to exercise censorship over the sponsored party's message.

Children and Young People
Article 6
Sponsorship addressed to or likely to influence children and young people should not be framed so as to take advantage of their youth or lack of experience. Furthermore, such sponsorship should not be framed so as to harm children or young people mentally, morally or physically, nor to strain their sense of loyalty vis--vis their parents or guardians.

Artistic and Historical Objects
Article 7
Sponsorship should never be operated in such a way as to endanger artistic or historical objects.

Sponsorship which aims to safeguard, restore, or maintain cultural, artistic or historical properties or their diffusion, should respect the public interest related thereto.

Multiple Sponsorship
Article 8
Where the activity or event requires or allows several sponsors, the individual contracts and agreements should clearly set out (and inform all sponsors of) the respective rights, limits and obligations of each sponsor. The sponsored party should be aware of the importance of keeping an appropriate balance between the sponsors.

In particular, each member of a pool or sponsors should scrupulously respect the defined sponsorship fields and the allotted communication tasks, abstaining from any interference that might unfairly alter the balance between the contribution of each sponsor.

The sponsored party should inform any possible future sponsors of any sponsors already a party to the sponsorship. The sponsored party shall not accept a new sponsor without the approval of sponsors who are already contractually parties to the sponsorship.

Television, Radio and Cinema Sponsorship
Article 9
The content and scheduling of sponsored programmes should not be influenced by the sponsor so as to abrogate the responsibility, autonomy or editorial independ ence of the broadcaster or programme producer.

Sponsored programmes should be identified as such by display of the sponsor's name and/or logo at the beginning and/or end of the programme.

Particular should be taken to ensure that there is no confusion between sponsorship of an event or activity and the television, radio or cinema transmission of that event or activity.

Environmental Sponsorship
Article 10
Both sponsors and sponsored parties should take into consideration the potential environmental impact of the sponsorship when planning, organizing and carrying out the sponsorship activities.

Any sponsorship message fully or partially based on a positive (or reduced negative) environmental impact should be substantiated in terms of actual benefits to be obtained. Parties to the sponsorship should respect the principles set out in the ICC Charter for Sustainable Development.

When advertising claims are made with respect to the sponsorship, the advertisements should conform to the principles set out in the ICC Code on Environmental Advertising.

Implementation
Article 11
This Code is to be applied nationally and internationally, and should be the basis for the decisions by bodies set up for the purpose of self-regulation.

Any request for interpretation of the principles contained in this Code should be submitted to the ICC Code Interpretation Panel.*

International Chamber of Commerce
The World Business Organization

Copyright 1996. All rights reserved.

Publication No. 523
ISBN 92-842 1156-5

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