The Portman Group Alcohol Sponsorship Code came into force on 31 January 2014

Alcohol sponsorship of sports, music and cultural events in the UK makes a significant contribution to the country’s vibrant and diverse economy, as well as having an important social impact. Funding also delivers essential support allowing investment in grassroots programmes nationwide.

The drinks industry is determined that these sponsorship agreements are implemented responsibly.

The new UK-wide Portman Group Alcohol Sponsorship Code brings together drinks producers, leading sports, music and venue organisations to promote responsible drinking through sponsorships.

The Code formalises much of the activity which was already central to the alcohol industries’ sponsorship agreements. Furthermore, it establishes a new ‘positive commitment’ for alcohol producers to promote responsible drinking as a part of the deals they sign.

The Code was actively developed in partnership with major sports, music and venue rights holders, who have also formally endorsed it. These include:

Association of Independent Festivals
British Horseracing
DF Concerts
England and Wales Cricket Board
European Sponsorship Association
Football Association
Rugby Football Union
Rugby Football League
Lawn Tennis Association
Premier League
Scottish Golf Union
Scottish Rugby

In addition, the Code has been endorsed by Portman Group Code of Practice signatories.

The new Sponsorship Code carries clear sanctions - producers risk significant reputational damage if they breach the new Code both through negative publicity and the financial cost of having to renegotiate a sponsorship agreement or having to withdraw it completely.

The new Sponsorship Code will sit alongside our existing Code of Practice on Naming, Packaging and Promotion of Alcoholic Drinks – the latest edition of which came into effect, following wide consultation, in May 2013.

For more information, please download a Sponsorship Code information pack by clicking here.

To see examples of other producers’ responsible sponsorship activities click here, or see individual case studies below:

2012 John Smith's Grand National

AB InBev The FA Cup

Cidre May Festival

Johnnie Walker Championship

Professional Sports Team Sponsorship

Scottish Piper Band Championships

Secondary Alcohol Sponsorship deal with an NGB Partner

T in The Park

Tennent's Lager partnership with Celtic & Rangers

The Guinness Premiership Weekend

WB Winter Festival

If you have a case study to share please complete the simple online template here or email advice@portmangroup.org.uk.