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Home Codes Sponsorship Code The Purpose of the Code

The Purpose of the Code

The ASA Sponsorship Code sets down basic principles and guidelines for good practice and fairness in sponsorship enabling sponsorship to play its proper role in the best interests of all concerned.

Sponsors have a right to fair return on their sponsorship investment as well as to protection of this right (providing such investment is managed effectively by the sponsor and the sponsorship activity is adequately and appropriately supported by the sponsor).

All categories of sponsors legally permitted to conduct business may sponsor any activity, event, team, individual or organisation and may define sponsorship objectives, provided their sponsorship is consistent with the principles of fairness and good faith outlined in this Code.

Broadcasting rights holders, acting responsibly and within the agreed terms of this Code, have the right to seek a fair return on their investment in selling the broadcasting rights to an event.

A rights owner, acting responsibly and within the agreed terms of this Code, has the right to seek a fair return on its investment in the staging of an event and to maximise the promotion and exposure of such an event.

Sponsors, acting responsibly and within the agreed terms of this Code, have a right to seek a fair return on their investment and to maximise the promotion and exposure of such an event or broadcast.

Sponsorship agents and consultants, acting professionally, ethically and responsibly within agreed terms of this Code have the right to earn income or commission when acting on behalf of sponsors and/or rights owners. Unethical behaviour such as double dealing and unscrupulously high commission is unacceptable in terms of this Code and ultimately this behaviour will be detrimental to the event or activity sponsored.

The Code is designed as an instrument for self-regulation within the framework of national and international laws. It is also designed to serve as an interpretative aid and reference guide to the parties in clarifying uncertainties or disputes arising under a sponsorship. It should be used in conjunction with ASOM's Sponsorship Guidelines. (Refer to the Appendix of this Code).

The major roles of this Code:
  • Sponsorship. provides a service to the public and as such sponsorship communications should be factual, honest, decent and should not violate any laws of the country. No sponsor or party to the sponsorship shall in any way bring sponsorship (as a valuable marketing tool and means of generating funds) into disrepute and thereby reduce confidence in sponsorship as a service to the public.
  • All those who subscribe to this Code shall not prepare nor accept any sponsorship or surrounding promotions which conflict with this Code and shall withdraw from any sponsorship or surrounding promotions deemed unacceptable in the light of the stipulations of this Code.
  • This Code establishes the criteria for professional conduct for all parties involved in sponsorship to protect the consumer and ensure fair play among sponsors. Its articles form the basis for dispute resolution where there is a conflict of interest.
    • To protect a sponsor by ensuring that the right to a fair return on commercial investment in sponsorship is understood by all and is not jeopardised by unethical practices such as ambush marketing.
    • To protect and promote a sponsored event or activity by ensuring that all parties involved do not exploit the sponsorship to the detriment of the sponsored event or activity.
    • To protect the rights of the broadcast rights holder to the benefit of its commercial interests and the promotion of the broadcast of the sponsored event to the fullest benefit of the event, the participants and the viewing audience.
    • To ensure that professional, ethical conduct is maintained by all parties involved in a sponsorship programme, particularly agents and third parties. Agents and consultants should be transparent in all their dealings and should operate contractually through a sole mandate, not working for two or more clients that may compete in the same industry sector.
  • To educate and inform all parties and potential parties to sponsorship of their rights and obligations in terms of this Code.
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