Consolidated ICC code : Sponsorship

Terms specific to sponsorship

The following definitions relate specifically to this chapter and should be read in conjunction with the general definitions contained in the General Provisions:

  • the term “audience” refers to the public, individuals or organisations to which a sponsorship property is directed;
  • the term “donations and patronage” refers to forms of altruism where money or goods may be given, with only negligible or no benefits, recognition or commercial return;
  • the term “media sponsorship” refers to sponsorship of a media property (e.g. television or radio broadcast, publication, cinema, internet, mobile or other telecommunication technology);
  • the term “product placement” refers to the inclusion of a product or brand so that it is featured within the content of a programme, film or publication, including online material, normally in return for payment or other valuable consideration to the programme or film producer, publisher or licensee;
  • the term “sponsor” refers to any corporation or other legal entity providing financial or other sponsorship support;
  • the term “sponsor-owned activity” refers to a property which appears to be a sponsorship but where the sponsor and the sponsored party are the same entity; for instance an event created and owned by a company/organisation for which it also has the intention or effect of being perceived as the sponsor of the event;
  • the term “sponsorship” refers to 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;
  • the term “sponsored party” refers to any individual or other legal entity owning the relevant rights in the sponsorship property and receiving direct or indirect support from a sponsor in relation to the sponsorship property;
  • the term “sponsorship property” refers to an event, activity, organisation, individual, media or location.