Guidance: Sponsorship of BBC on-air or online events broadcast on BBC Public Services

Editorial Guidelines issues

This guidance note relates to the following Editorial Guidelines:

• External Relationships and Financing
  See Editorial Guidelines Section 16
• All activities must conform to the Statement of Policy on Alternative Finance

Key points

• No programme on a BBC publicly funded service may be sponsored
• The money from the sponsor of a BBC public service event may be used only for the costs of mounting the event
• No sponsorship money may be used for any broadcast costs
• Accounts must show clear separation between event costs and broadcasting costs
• The BBC does not accept sponsorship by commercial bodies for BBC on-air events.
• Sponsorship will only be accepted from non-commercial bodies for events which are distinctive and meet the BBC’s public purposes
• Sponsorship arrangements must not give the impression that a BBC programme or service is being sponsored
• The choice of sponsor should not undermine the BBC’s integrity and independence and should not bring the BBC into disrepute
• Sponsored events should only be mounted where there is a strong justification as to why the event would not be possible without sponsorship
• There is at all times a presumption against the conversion of established programme titles into sponsored events

In our coverage, the following editorial principles apply:

• BBC broadcast events held on BBC premises should not be sponsored
• we must not feature the sponsor in the title of a BBC event
• any credits  must make it clear that it is the event itself which has been sponsored and not give the audience reason to believe that a BBC programme or service has been sponsored
• we aim to credit fairly the enabling role of sponsors and any credits given should be fair without being promotional
• we should not enter into a contractual arrangement which guarantees on-air credits
• contracts should highlight the relevant sections of this guidance to indicate the limitations of the BBC’s policy on credits
• we must not give any assurances that we will show a set number of minutes of signage reflection on air.

Guidance in full

• Introduction
• Compliance with the BBC's Market Impact Duty
• Corporate/Commercial Support
• Types of BBC on-air events which may accept sponsorship from non-commercial bodies
• Suitable non-commercial sponsors for BBC on-air events
• Sponsorship which requires special care
• Seeking Sponsorship
• Minimising negative competitive impacts
• Financial arrangements for BBC on-air Event sponsorship
• Contractual arrangements
• Arrangements with venues
• The title of the event
• Trails
• On-air References
• Sponsored Awards
• Events with more than one overall sponsor
• Sponsor speeches at BBC award ceremonies
• Written credits
• On-air sponsor signage
• Signage at award ceremonies, concerts and other events held at enclosed venues
• Other signage
• Online Sponsor Credits
• Off-air Sponsor signage
• Off-air Marketing and Publicity
• Sponsor competitions

Introduction

The BBC mounts a number of public events, such as concerts and award ceremonies, which are held at outside venues and covered on air. These events are key to fulfilling the BBC’s public purpose remit to extend its offering, to bring people together for shared experiences and help contribute to the social cohesion and wellbeing of the United Kingdom, and enable the public from around the UK to have closer access to BBC services.

In some cases, in order to defray the costs to the licence payer, it may be acceptable to supplement the cost of mounting a public event by sponsorship from suitable non-commercial bodies. Such sponsorship can play an important role in enabling the BBC to stage ambitious cultural, music, performance and sporting events, reach audiences around the nations and mount events which encourage and celebrate innovation, new talent, community initiatives and personal achievement and reduce costs to the licence fee payer.

No programme on a BBC publicly funded service may be sponsored. The money from the sponsor of a BBC public service event may be used only for the costs of mounting the event. No sponsorship money may be used for any broadcast costs. Accounts must show clear separation between event costs and broadcasting costs.

Sponsorship of a BBC on-air event must not give the impression that a BBC programme or service has been sponsored.

Any proposal for sponsorship of a BBC on-air event must be referred well in advance to Editorial Policy and the relevant Director responsible for the broadcast for approval. Regulatory Legal and Public Policy ( Fair Trading ) should also be consulted

Compliance with the BBC’s Market Impact duty

The BBC's activities may have impacts on competition in the markets in which they operate. Under the Charter, the BBC must “seek to avoid adverse impacts on competition which are not necessary for the effective fulfilment of the Mission and promotion of the Public Purposes”. The BBC also has a general Market Impact duty to “have particular regard to the effects of its activities on competition in the United Kingdom”.  With regard to sponsorship of BBC off-air events connected to licence-fee funded services this will require for example: 

• Quarterly Monitoring by the Fair Trading Committee of the level of sponsorship revenue generated by the BBC – Quarterly Monitoring by the Fair Trading Committee of the level of sponsorship revenue generated by the BBC
• Compliance with the guidance contained in this document
• Endeavouring to obtain a market rate for the sponsorship opportunities it offers. For example this could involve making approaches to and encouraging offers from a number of potential sponsors, always subject to the BBC's obligation to accept only a proportion of the costs of mounting the event in question

Further advice may be sought from Chris Rowsell, Head of Regulation, BBC Policy. 

Corporate/Commercial Support

The BBC does not accept sponsorship by commercial bodies for on-air BBC events. 

For advice on commercial/corporate support for BBC charitable initiatives see Guidance on BBC Charitable Appeals.

For advice on commercial/corporate support for BBC off-air activities and events, see Guidance on sponsored BBC Off-Air Activities and Events.

Types of BBC on-air events which may accept sponsorship from non-commercial bodies

Sponsorship of on-air events by non-commercial bodies is restricted to BBC award ceremonies, concerts, performance and cultural events and events or schemes which encourage innovation, new talent, artistic endeavour, community initiatives and personal achievement. Such events should be clearly distinctive and of manifest public value.

(In some cases individual awards may be sponsored at such events, in accordance with the detailed guidance in Sponsored Awards.)

News and Current Affairs on-air events and events based on consumer programmes dealing with a range of topics may not be sponsored.

There should be a presumption against the conversion of established programme titles into sponsored events, any proposal to do so must be referred to the relevant Director and Editorial Policy well in advance.

New sponsored events should only be mounted where there is a strong justification as to why the event would not be possible without sponsorship.

The sponsorship of any new BBC on-air event or the sponsorship of any event which has previously been funded by the licence-fee, without sponsorship, must be approved by the relevant Director and Editorial Policy who will consult with Regulatory Legal and Public Policy (Fair Trading).

Non-commercial sponsorship may be acceptable for events such as:

• Concerts, including those given by BBC orchestras
• Other  performance,  cultural  or  artistic  events  such  as  poetry  recitals  or  events celebrating the culture of particular communities
• Special exhibitions celebrating innovation or artistic endeavour
• BBC award ceremonies
• Competitive performance events which celebrate artistic achievement e.g. BBC Young Musician of the Year
• BBC schemes or initiatives to help new talent in other areas such as the arts or scientific innovation and which include a celebratory or competitive on-air BBC event
• BBC community or youth initiatives which include an on-air event
• BBC sporting, health and wellbeing initiatives.

Suitable non-commercial sponsors for BBC on-air events

Where appropriate, sponsorship may be taken from appropriate non-commercial bodies such as: 

• charities
• trusts and foundations
• local authorities such as city or regional councils
• regional development agencies
• appropriate government bodies or agencies and government sponsored agencies publicly funded educational institutions
• other suitable public institutions 

The following are not suitable sponsors for BBC on-air events:

• commercial companies and other commercial bodies (including public/private partnerships) which compete directly in a commercial market
• political parties and political organisations
• foreign governments
• campaigning and lobby groups
• faith, religion and equivalent systems of belief
• tobacco firms or those mainly known for tobacco-related products
• adult products and services
• weapons manufacturers

It is essential that the choice of sponsor does not undermine the BBC’s impartiality or integrity. The choice of sponsor must not lead to any doubt about the objectivity of the event. The event must always remain under the BBC’s editorial control and a sponsor must not influence its editorial content, or that of the BBC content covering it. The editorial remit of the event or the BBC content covering it must not be changed because it clashes with the sponsor’s aims or agenda. The event must not become a vehicle for promoting the sponsor or its activities. 

Sponsorship which requires special care

Particular care needs to betaken if sponsorship is taken from any government body or local authority to ensure that it does not imply that the BBC is endorsing the particular agenda of government or a local authority or any political cause. No party political, government or local authority initiative may be launched at a BBC event.

Charities, trusts or foundations which highlight specific issues may not be suitable sponsors for an event which is directly connected with their area of action. Care must also be taken to ensure that the BBC does not appear to favour one charity over another when arranging sponsorship across the BBC’s output.  When sponsorship is taken from a specific charity it is important to ensure that the event is not used to promote the charity itself or its activities and is not used as a fundraising platform.

Any event which is connected with religious output requires particular care to ensure that sponsorship would not affect the integrity of the event.

The suitability of all sponsors must be approved by Editorial Policy who will consult Regulatory   Legal and Public Policy (Fair Trading) if appropriate.

Seeking Sponsorship

Any proposal to advertise or market any sponsorship opportunities for BBC public service events must be referred well in advance to Editorial Policy and the relevant Director responsible for the output. The BBC may make information available as appropriate to relevant non-commercial bodies about the relatively small number of BBC events eligible for acceptable sponsorship and make explicit the limitations imposed by this guidance.  

Sponsorship by non-commercial bodies is only acceptable for BBC on-air events which are clearly distinctive and of manifest public value. Such sponsorship enables the BBC to increase the range and impact of events and maximise public value by providing suitable facilities for the general public around the UK to attend. Any BBC on-air event which takes sponsorship must be held at a non-BBC venue and members of the public must be able to attend.

There will normally be only one overall non-commercial sponsor for a BBC on-air event, however in some circumstances there may be more than one non-commercial sponsor. For example a local authority and a regional arts organisation might jointly sponsor an event.  

In some cases an individual award at an event may be sponsored either by an overall event sponsor or another suitable non-commercial organisation.

Normally there would be only one sponsored award at a BBC on-air event, but in some circumstances there may be up to two sponsored awards, if the broadcast lasts over an hour. (See below on crediting sponsors).

Minimising negative competitive impacts

The BBC's activities may have impacts on competition in the markets in which they operate.   With regard to sponsorship of BBC Public Service events this will require as a minimum:

• Monitoring  of the annual level of sponsorship revenue generated by the BBC
• Compliance with the guidance contained in this document
• It might also require (where potential negative competitive impacts are identified) that the BBC endeavours to obtain a market rate for the sponsorship opportunities it offers (for example, making approaches to and encouraging offers from a number of potential sponsors), always subject to the BBC's obligation to accept only a proportion of the costs of mounting the event in question.

Further advice may be sought from BBC Policy and Regulatory Legal.

Financial arrangements for BBC on-air Event sponsorship

A BBC on-air event may be sponsored, in accordance with this guidance, but no programme on a BBC public service channel may be sponsored.  No money from a sponsor may go into any BBC programme or production budget.

Sponsorship monies may only be used to defray costs of the event itself (or the costs of a special award as outlined below.)

The BBC must pay for all broadcast costs. 

• Event costs will include elements such as security at the event, seating, ticketing, the hire of the venue, hospitality, transport, toilet facilities, audience information services, refreshments, additional staging required because the public is attending, including screens at the venue for the event audience. It is essential that event costs only include costs which would be incurred even if the event were not broadcast.
• Broadcast costs are any costs required for the radio, television or online coverage and transmission of the event and include for example all cameras/mikes, rigging, transmission equipment, lines, presenters and reporters, programme lighting required for broadcasting the event, all production staff, the production on site offices, scanners, graphics, VT or audio packages to be played in during the event and shown on air.

All sponsorship arrangements must stand up to scrutiny and be clearly auditable:

• Clearly separated accounts must be drawn up which clearly delineate event costs and broadcast costs
• These must demonstrate that any sponsorship money raised has only gone into the event and not into any aspect of the programme covering it
• Accounts for all BBC sponsored events must be signed off by the Finance Director for the relevant Division responsible for the coverage. (NB where there is multiplatform coverage, the Finance Directors of each Division involved in the coverage must sign off the accounts.) 

Sponsor awards or bursaries

In some cases it may be acceptable for a non-commercial sponsor to fund an award. This might take the form of a grant or bursary. For example a trust or foundation which supports young musicians may be a suitable sponsor for a new talent award. All such proposals must be referred to Editorial Policy at an early stage, as such arrangements must stand up to editorial and legal scrutiny and can take some time to set up appropriately. Advice must also be sought from the BBC’s legal department. All such arrangements must be in accordance with the Framework for Funding Prizes and Awards. Such an award or bursary may be presented at the event and this may be covered on air.

Contractual arrangements

Contracts need to ensure that all arrangements are in accordance with the BBC’s Editorial Guidelines and this detailed guidance. The relevant Business Affairs Manager in the Division responsible for the output must discuss all contractual arrangements with Editorial Policy, and Public Policy.

There must be no contractual guarantees of any on-air verbal or visual credits for sponsors. Contracts must highlight the relevant sections of this guidance to indicate the limitations of the BBC’s policy on credits. No contractual commitments whatsoever may be given for any guaranteed minutage of on-air sponsor reflections.

It is inadvisable to enter into very long term deals which do not have a break or review provision. The maximum length of a sponsor deal for an individual BBC on-air event is likely to be three years. It is also inadvisable for the BBC to contract with the same overall sponsor for more than one on-air event in any one year, as this could lead to a perception of BBC endorsement of the sponsor.  Any proposed exception should be referred to Editorial Policy.

Sponsors can have no editorial influence over the event or the BBC programme covering it; this must be clear in the contract.

There must be contractual stipulations that all sponsor publicity material connected to the event or the BBC programme covering it must be submitted to the BBC for prior approval and must not be issued without such approval. Any reference to the BBC or the event or activities associated with the event on the sponsor’s website must also be referred to the BBC for prior approval.

Sponsors may have tickets to the event as part of the sponsorship arrangement. They may also in some cases have their own hospitality arrangements such as a reception or VIP area. Such arrangements must not imply BBC endorsement of the sponsor.

Arrangements with venues

In order to extend the BBC’s offering to the licence-fee payer, those organising BBC events will seek to find the most appropriate venues across the U.K. to offer public value and to ensure that members of the public have a good experience.

In some cases the venue may offer to provide some reduced cost facilities for the event; for example the venue may provide additional seating or toilet facilities or provide hospitality facilities at an official reception. Such arrangements are subject to approval from Editorial Policy, BBC Policy (Fair Trading) and the relevant Divisional Director. It is essential that no monies pass from the venue directly to the BBC.

For sound editorial reasons it may be appropriate to say where the event is being held but any on-air references must be for justifiable reasons. Under no circumstance can the venue be given any assurances that it will receive any on-air references in exchange for the provision of facilities.

The title of the event

The sponsor’s name, logo or slogan must not appear in the title of the BBC event.

A sponsor’s name must also not appear in the title of the programme covering the event. However, in some appropriate signage at the event as covered on air and in permitted verbal credits during coverage, it would be acceptable for the event name and the sponsor to be associated, for example: “BBC Young Musician of the Year Event supported by X Or if there are two non-commercial sponsors it might run “XYZ event supported by (sponsor) A and (sponsor) B”. A maximum of two sponsors may be credited on air in this way.

In opening sequences on television great care must be taken with any use of shots at the entrance or on the red carpet moment to ensure there is no risk of undue prominence of any sponsor signage.

Trails

There may be no verbal references to a sponsor of a BBC on–air event in an on-air trail for coverage of the event.

On-air References

The BBC aims to credit fairly the enabling role of sponsors. However, it is essential that any on-air credits make it clear that it is the event that has been sponsored and not the broadcast of the programme which is covering it. All decisions on credits rest entirely with the BBC and must be agreed by the relevant Head of Department and Editorial Policy. It should be noted that the restrictions on BBC on–air sponsored events are even tighter than those for third party sponsored events which we cover.

i) Verbal Credits

The number and style of verbal credits on television and radio should be carefully managed to ensure that there can be no undue prominence for the sponsor. The total length of BBC coverage of a BBC sponsored event will determine how many verbal credits recognising the enabling role of the overall event sponsor may be appropriate:

a) In on-air coverage lasting up to an hour there may be a maximum of one verbal credit for the overall sponsor of the event

b) In on- air coverage of between one hour to two hours there may be up to two verbal credits for the overall sponsor

c) In on-air coverage lasting more than two hours, appropriate credits must be agreed by the relevant Head of Department in and Editorial Policy.

d) In some cases it may be deemed acceptable for there to be more than one overall sponsor for the event. A maximum of two overall sponsors may be credited verbally on air. There would be a maximum of one verbal credit for each of these two sponsors in any event coverage lasting up to an hour any further credits must be discussed with Editorial Policy. 

It is not acceptable for a BBC on-air event to be "presented by" or "brought to you by" the sponsor. Any reference should be to the event being “supported by” the sponsor. All credits must be written and delivered in a factual, non-promotional style. They must in all cases make it clear that the event has been sponsored, not the programme or broadcast coverage. The credits should only refer to the overall name of the organisation or organisations which are sponsoring the event; they must not use any slogan or promotional strapline. Editorial Policy will advise on the suitability of references in the script. 

Care must be taken over the appropriate editorial positioning of verbal credits, they should not be placed too closely together; for example at an event where there are two verbal credits one would normally be placed in the early part of the coverage and one near the end of the event coverage. At all times the script must ensure that the nature of the event is clearly conveyed to the audience before any credits may be given. This is to ensure that there can be no perception that the programme which is covering the event is sponsored. For example it may be appropriate to set the scene, describe the venue, size of the crowd, atmosphere etc. before crediting the enabling role of the sponsor of a BBC event. 

At awards ceremonies verbal credits are normally given by the host at the event. In some other cases they may be given by reporters at the event or in voice-overs. 

Sponsored Awards

In some cases a specific award presented at the event may be sponsored. This may be sponsored by the overall event sponsor or another suitable organisation. Often such awards are presented at special award ceremonies; they may also be presented at other events such as concerts, or competitive performance events.

• In on-air coverage lasting less than an hour, only one verbal sponsor credit will be acceptable either for the overall event sponsor or for the sponsor of an individual award. It will not be acceptable to acknowledge both on air
• In on-air coverage of between one hour and two hours, up to two verbal credits may be acceptable for the overall sponsor of the event and one verbal credit will be acceptable for the sponsor of an award.
• In an event lasting between one and three hours, when the overall event sponsor also sponsors an award, it may be editorially acceptable for there to be three verbal credits for the sponsor - two of these relating to support of the event and one to credit fairly the sponsor’s  support of an individual award.
• In on-air coverage of between one hour and three hours where there is no overall event sponsor then the sponsorship of up to two individual awards may be credited on air. 

Events with more than one overall sponsor

If an individual award is separately sponsored by another organisation other than an overall sponsor, whatever the length of the coverage, a maximum of three sponsors may be credited verbally on air i.e. two overall sponsors and one award sponsor. 

Sponsor speeches at BBC award ceremonies

Sponsors often want to make a speech at events. Such speeches can be overly promotional and it is not normally editorially justifiable to include them in BBC coverage. However, in exceptional cases it may be editorially justifiable to have a very brief statement by the appropriate representative of a non-commercial organisation sponsoring the award or event. This must not promote the sponsor. The script must be approved in advance by the Executive Producer in consultation with Editorial Policy. 

It is not normally acceptable for more than one non-commercial sponsor to speak at an event and on-air reference to a sponsor in this context will count as one of the permissible verbal sponsor credits.

Written credits

On television there may be a single written reference to the overall sponsor of the event in the end credits. If there is more than one overall event sponsor each may have a written end credit. The sponsor’s logo must not be used.  Written credits must appear in the same style and type as other programme credits.   Written credits must make it clear that they are referring to the event sponsor e.g. “BBC Young Musician of the Year event supported by X “  There must be no suggestion or implication that the programme has been sponsored. In some cases the sponsor of an individual award who is not an overall event sponsor may be credited, in the same manner, in the end written credits. However this written credit will only be acceptable if the sponsor is not receiving a verbal on-air credit as the sponsor of the award.

On-air sponsor signage

Discreet signage showing the sponsor’s logo may be acceptable. The following conditions apply:

• Care must be taken over the use of any sponsor signage at a BBC on-air sponsored event. All reasonable efforts must be taken to ensure there is no undue prominence for the sponsor signage. All reflections of sponsorship at an event must be discussed well in advance with Editorial Policy
• There should be a separation between the sponsor's brand and the BBC brand, sub-brands or programme brands. Sponsor signage or the sponsor logo must always be less prominent that the BBC event logo
• Sponsor signage must not detract from the activity being covered
• Signage should never incorporate sponsor slogans, promotional messages or their website addresses
• Any signage referring to the sponsor should usually incorporate the words “event supported by” to explain to the audience at the event the rationale for the sponsor reflections
• If there is more than one overall sponsor usually there may only be signage for a maximum of two sponsors and the total signage for both sponsors should not be more prominent overall than the signage would be for a single sponsor.

Sponsor signage must never be unduly prominent in television coverage.

Care must be taken in choosing shots to ensure that the sponsor signage is not shown too frequently.

Those responsible for overseeing the staging or set for a BBC sponsored on-air event should take care to ensure that the colours, typeface and any other key design elements of the staging do not reflect sponsor branding and/or logos.

Sponsor logos must not be included in on-air graphics or superimposed onto the feed.

Signage at award ceremonies, concerts and other events held at enclosed venues

The appropriateness of signage will often depend on the type and nature of event which is being covered.

Award ceremonies

Award ceremonies will usually, although not always, take place in an enclosed venue such as a theatre, hall or exhibition centre and will often make use of a podium where presenters will hand out the awards. Depending on the nature of the venue the following criteria should normally be applied:

• At an awards ceremony a sponsor reflection in the form of “X event supported by Z” may on some occasions be shown on the podium. The sponsor reflection may be in the form of a discreet sponsor logo. Usually the sponsor name or logo is placed no higher than the middle of the podium and is not reflected in the main shot of the presenter
• On some occasions, depending on the staging, it may be more appropriate to place discreet signage on other parts of the set rather than on the podium
• A reflection of the sponsorship may be shown at the side of the stage out of the main shot of the presenter. It will usually state “X event supported by Z”
• If there is more than one sponsor, signage may state “X event supported by A and B”
• Sponsor signage should not normally be used on the main backdrop of the stage
• It may be possible, where there is no signage on or around the stage, for banners to be placed elsewhere which carry the agreed signage. However such banners should only be used if they can only be caught incidentally in wideshots; not if they are likely to be caught in the main shot of the presenter. 

The “main shot” of the presenter at an awards event is the normal close up shot which is frequently used when the presenter is directly addressing the camera or when the awards are being presented. Usually this shot shows the top half of the presenter’s body when standing at the podium. 

Other signage

In some cases there may be also be some signage reflecting the sponsorship of the event at:

• The entrance foyer or in the red carpet area
• On side screens, such as monitors used for the audience at the event- such signage should not be caught on camera other than fleetingly in wideshots
• In backstage areas such as VIP lounges
• Trophies – discreet award sponsor signage on a sponsored award is acceptable. But care should be taken not to linger on close ups of any award or trophy which reflects the sponsor’s name, or logo. The sponsor’s logo or name should not be too dominant on the award.

Any such signage should only be caught fleetingly and must not lead to undue prominence for the sponsor.

Concerts in enclosed venues

The principles outlined above apply. The appropriateness of sponsor signage at concerts in enclosed venues depends on the nature of the concert and venue. It is not common to have sponsor banners and other signage in concert halls and auditoria and some other traditional venues for classical concerts, such as cathedrals, and therefore it may be unsuitable to show anything other than the most discreet sponsor signage on-air, and in some cases there will be none shown at all on-air.

Open air concerts and open air events

It is unlikely that clearly visible sponsor branding will be acceptable on the backdrop of the main stage at a concert, as it may be difficult to shoot coverage without it appearing to be unduly prominent. Sponsor signage might be acceptable however on the top or bottom edges of the stage, depending on the stage design; or in other areas such as side screens, light boxes at the sides of the stage, on flags, towers, or in perimeter branding. Such signage must not be prominent and must not detract from the main action. Sponsor signage on blimps is inadvisable as it may be caught in shot.

Online Sponsor Credits

If there is a BBC online site or webpage connected to a BBC on-air sponsored event, the sponsor/sponsors may be credited in a non-promotional way within the text, in order to appropriately acknowledge the enabling role of their support.  Any such acknowledgment must always be at the editorial discretion of the BBC and there should be no more than one reference to each of the sponsors on a page. If it is deemed appropriate to have such an editorial acknowledgement, it must be in the same text as the rest of the site. There must be no use of sponsor logos. Any reference to the sponsor/sponsors must make it clear that it is the event that is sponsored and no impression should be given that the BBC page is being sponsored or that there is any sponsorship of a BBC programme or broadcast. Any link to a sponsor’s website must be editorially justified and agreed with Editorial Policy in advance all uses on social media must also be agreed with Editorial Policy.

Off-air Sponsor signage

Sponsor signage on clothing

Sponsor staff may possibly wear discreet sponsor’s branding on clothing, if appropriate e.g. if they are operating in a sponsor-VIP area of the event. However all such arrangements should be handled with care, cleared in advance by the BBC and it should be clear to the audience at the event that they are employed by the sponsor and are not BBC employees. Such branding should never be shown on air.

BBC staff, presenters, artists or contributors to the on-air event must never wear sponsor signage on their clothing.

Signage on screens at the event

It may be possible for sponsors to put messages about their support of the event on to screens at the event, as long as these messages are pre-approved by the BBC and are played out in downtime before and/or after the event is covered on air.

Sponsor giveaways

In some cases it may be appropriate for a sponsor to be able to give away some mementos to the audiences at BBC events, particularly at outdoor concerts, however the BBC must pre-approve any giveaways, to ensure they are appropriate.  A sponsor should not give away any branded clothing or branded equipment for use at the event (e.g. hats, binoculars etc.) without the BBC’s prior approval. In many cases it will not be appropriate as this could lead to extra sponsor branding being evident amongst the crowd, which could then be caught on air. It may be possible to distribute such giveaways as audiences are leaving the event.

Off-air Marketing and Publicity

It is essential that any promotional activity carried out by a sponsor, as part of its support for BBC events should:

• Promote primarily the event which it is supporting and not the sponsor or their goods/services.
• Not suggest that the sponsor is putting on the event.
• Not suggest endorsement by the BBC of a sponsor, its goods, or services. 

All off-air promotional activity proposed by a sponsor should be discussed with Editorial Policy. 

Sponsors may pay for, produce and distribute publicity material related to the event, which reflects their sponsorship. All such material must be referred to the BBC well in advance for approval. 

It is not acceptable for the sponsor to take out advertisements on any broadcast media to publicise its sponsorship of a BBC on-air event; any advertisements or promotions in the press should be subject to BBC prior approval and submitted well in advance for consideration by the BBC. Sponsors may wish to take out press advertisements in newspapers and magazines; such advertisements must only advertise the event and not the sponsor or its services.   

In addition: 

• On any posters, leaflets or printed material produced by sponsors, it is important that the BBC's brand, or any programme title is kept separate from the sponsor’s brand
• In some cases, there may be a discreet sponsor logo on backdrop boards for sponsor press photos, but only with the agreement of the BBC
• Any use of the sponsor’s name or logo should normally be accompanied by appropriate wording to explain its presence e.g. “supported by”
• Sponsor reflections may be included in printed programmes and on event tickets
• All BBC press releases or press materials relating to a sponsored BBC event must be cleared by the BBC Press Office in advance of distribution. A simple factual non promotional reference to the sponsor would be acceptable
• The BBC does not promote all of its programmes and services and the decision as to how to promote any event or programme covering it must be at the BBC’s sole discretion and based on editorial criteria. No guarantees on the extent of BBC promotional activities should be given to a sponsor
• Publicity about BBC events and broadcast coverage should not usually be part of a sponsor’s direct marketing campaign e.g. general publicity material may be included in information sent out to existing members of a sponsor organisation but the BBC event cannot be used by a sponsor directly to attract new interest.

Sponsor competitions

A sponsor may wish to run a competition to publicise their connection with a BBC on-air event. For example they may wish to offer tickets to the event or a VIP trip to the event in a competition for their members. Sponsors may not offer tickets for a BBC programme, only for the event itself. All such competitions must have prior BBC approval. Sponsor run competitions must not suggest BBC endorsement of the sponsor or its services. The BBC cannot promote a sponsor competition on air or refer to it on air in any way.

The competition must be run in an appropriate manner and must not bring the BBC into disrepute. It must not be run with the aim of making a profit for the sponsor or its partners (e.g. a newspaper). Sponsor competitions connected to BBC events must not be used for data collection by the sponsor or it partners or as a means of direct recruitment or for fundraising. No sponsor competition connected to a BBC event may use Premium Rate Telephony.

It may be possible for sponsors to run appropriate competitions or activities in down time at BBC events. However, such activities must not suggest the sponsor is involved in the running of the events or that the BBC endorses the sponsor organisation. Such sponsor activities at an event must not be presented by BBC staff or presenters.

Last updated July 2019

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