New sponsorship code for UK drinks industry

The Portman Group – the UK alcohol industry’s guidance body – has today launched a new code for brands sponsoring sports, music and cultural events.

Portman Group has today launched a new sponsorship code for the UK alcohol industry

Members of the UK’s drinks industry have signed up to Portman Group’s new sponsorship code which regulates alcohol sponsorship agreements in order to support the promotion of responsible drinking.

The new code was developed in partnership with major sports, music and venue rights holders such as the Football Association (FA), the Rugby Football Union and the Association of Independent Festivals.

Under the code, signatories “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”.

“This is another important gear change in partnership working to promote responsible drinking,” Henry Ashworth, chief executive of Portman Group, said.

“I am pleased that the new Code has been endorsed by the UK’s leading sports and music bodies.

“Alcohol companies will have a binding commitment to promote responsible drinking – this represents an intelligent evolution of a highly respected Code and shows that we are constantly raising the bar when it comes to responsible alcohol marketing.”

Signatories of the agreement will be obliged to feature messages of responsible drinking more clearly on promotional materials and promote responsible drinking at events.

For more information about the Portman Group Sponsorship Code click here.