Excessive exclusive sponsoring

Licenses The German Sponsorship Association is concerned about the increase in licensing restrictions for sponsorship and advertising around sporting events, citing the increasingly extensive interpretation of the exclusive rights of the main sponsors, measures against ambush marketing and the increasing fragmentation of licensing rights as the cause. The regulations of the IOC, Fifa and Uefa are becoming more excessive, he says, and the areas around the event venues are becoming ever wider. For example, the awarding of bar rights to international breweries often puts national and regional beer brands at a disadvantage. In principle, the association is in favor of protecting the rights and exclusivity of sponsors. However, creative communication measures in the context of sporting events are to be welcomed, as long as they do not violate legal regulations and existing contracts.