Sponsoring generally refers to commercial cooperation between partners that have a similar way of thinking and similar values and that want to address the same target group, through similar means. In order for cooperation to meet the targets set for it, the actions taken must strengthen the image and meet the expectations of both parties. Achieving this will also arouse interest among the target group and customers, who will then adopt the content – to share it and to disclose it to others.
Sponsoring strengthens DNA’s brand
The aim of sponsoring is to promote the growth and development of DNA’s business and to support the goals of marketing. Sponsoring always means an opportunity to be seen in connection with an organisation, person or event, based on an agreement. However, sponsoring does not mean merely visibility for the logo, but the agreement must also include other elements. A sponsoring agreement must, for example, authorise the sponsor to build its own story (utilisation for instance in marketing communications and content marketing).
The following principles are always applied to sponsoring:
- All offers are processed in an appropriate manner and answered in writing
- Cooperation always requires a legally binding agreement
- DNA must be the main sponsor or one of them
- As a rule, DNA does not sponsor targets whose sponsors include other players of the same industry
- The partner must be able to indicate for which purpose the support paid by DNA is used.
What sponsoring is not at DNA
Generally speaking, it can be said the DNA does not sponsor targets that involve a significant risk to its reputation, e.g. from financial, social or environmental responsibility perspective.
Sponsoring does not mean:
- Handouts or charity
- Participation in trade fairs
- Individual advertisements on players’ kits or in sports halls
- A tool for countertrade
Countertrade is contrary to fair business principles and is not part of the operating model of DNA employees.
DNA does not sponsor:
Send sponsoring application
- High-risk activities (such as martial arts): activities involving a clear risk of a participant or a spectator being disabled through violence.
- Party political or religious operations: DNA will not take part in cooperation that can be considered a party political or religious statement.
- In addition, sponsoring must be carefully considered in the following cases: sports that have involved several doping cases, vandalism, violence or glorification of violence.