Sponsorship is More Commercial

Proof of the seriousness with which sponsorship is taken came as the ICC International Code on Sponsorship was upweighted in November 2003 to underline the commercial nature of sponsorship.

"Any commercial agreement by which a sponsor, for the mutual benefit of the sponsor and the sponsored party, contractually provides financing or other support in order to establish an association between the sponsors 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"