Transcript Gambling Sponsorship - Sport and Recreation Alliance
European Sports Summit
Major events: Major opportunities 20
th
June 2013
Sports, Sponsorship and Europe Helen Day
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)
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
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
Global Sponsorship Spend Global Sponsorship Spend 2001 to 2011 $ billion
$51b
North America
$18.9b
Europe
$14.1b
Asia Pacific
$11.9b
Central & Southern America
$3.9b
2012 (projected) 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001
2012 %
$48.7b
$46b $44.4b
$43.4b
$37.7b
$33.7b
$30.5b
$27.9b
$25.9b
$24.4b
$23.5b
$18.2b
$17.1b
$16.5b
$16.6b
$14.9b
$13.4b
$12.1 b $11.1 b $10.25b
$9.6b
37.1%
$13.6b
$12.9b
$12.1b
$11.7b
$10.6b
$9.5b
$8.5b
$7.8b
$7.4b
$7.1b
27.7%
$11.1b
$10.6b
$10.1b
$9.5b
$7.4b
$6.4b
$5.8b
$5.2b
$4.7b
$4.7b
23.3%
$3.7
$3.6b
$3.5b
$3.5b
$3.0b
$2.7b
$2.5b
$2.3b
$2.2b
$2.1b
7.6%
Other
$2.2b
$2.1b
$2b $1.9b
$2b $1.8b
$1.7b
$1.6b
$1.5b
$1.4b
$1.3b
4.3%
Figures are based on sponsorship rights fees Source: IEG
European Sponsorship Spend Sponsorship in Europe 2010 and 2011 € billion Europe Countries Pan European events Global Events - Europe Total Total Sponsorship 2010 €22.8b
€0.5b
€0.03b
€23.3b
2011 €25.2b
€0.7b
€0.6b
€26.5b
% Change Year on Year +14%
Figures cover all forms of sponsorship include global events staged in Europe Source: European Sponsorship Association 2012
Sponsorship in Europe Breakdown 2010 € billion European Breakdown Europe Countries Pan European & Global Events Total
% Breakdown
Total Sponsorship €22.8b
€0.53b
€23.33b
Sport €15.6b
€0.53b
€16.13b
69%
Non-Sport €7.2b
€ €7.20b
31%
Figures cover all forms of sponsorship include global events staged in Europe Source: European Sponsorship Association 2012
Global Deals 2012
Source: The World Sponsorship Monitor 2012
Top Ten Industries - Value
Source: The World Sponsorship Monitor 2012
Top Ten Sponsored Sports - Value
Source: The World Sponsorship Monitor 2012
Top Ten Sponsored Sports - Deals
Sponsorship Deals by Type
Source: The World Sponsorship Monitor 2012
Olympic Torch Relay
Coca Cola bus Lloyds TSB advertising Samsung fund-raising
P&G and the 2012 Olympics
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
EU Directives UK National Law EU and UK Legislation
Green Paper on Commercial Communications (1996) Consumer Protection on Distance Contracts (2000) Unfair Commercial Practices (2005) Electronic Communication and Data Privacy (2002) Consumer Protection (Distance Selling ) (2000) Unfair Trading and Business Protection (2008) Privacy and Electronic Communications (2003) Communications Act (2003) Television without Frontiers Directive (1997) Audio Visual Directive (2007) Directive on Advertising and Sponsorship of Tobacco (2003) (Not yet implemented) Tobacco and Advertising Promotions Act (2002)
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)
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
Aegon and British Tennis
Heineken and Champions League
Responsible advertising Hospitality Global Advertising App and Social Media
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
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
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
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
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
Alcohol Sponsorship of Rugby in Europe
Heineken Cup Guinness Premiership Brains Welsh team
Betfair Sponsorship
World Matchplay Darts World Snooker Championships Horseracing
Gambling Sponsorship
Source: The World Sponsorship Monitor 2012
Gambling Sponsorship in Europe
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 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
bwin Sponsorship
Kite surfing Soccer Moto GP Padel Pro Tour Norbert Teufelberger CEO of BWin Euroleague Basketball
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
Athletics event Sponsorship
Samsung withdrawal from Diamond League Toyota and Seiko joint promotion Aviva UK sponsorship