{"id":1879,"date":"2020-04-07T10:20:13","date_gmt":"2020-04-07T10:20:13","guid":{"rendered":"http:\/\/sportheads.de\/?p=1879"},"modified":"2020-04-07T14:16:54","modified_gmt":"2020-04-07T14:16:54","slug":"sportheads-blickpunkt-einfluss-der-corona-krise-auf-sponsoringvertraege","status":"publish","type":"post","link":"https:\/\/sportheads.de\/en\/sportheads-blickpunkt-einfluss-der-corona-krise-auf-sponsoringvertraege\/","title":{"rendered":"SPORTHEADS Spotlight: Impact of the Corona crisis on sponsorship agreements"},"content":{"rendered":"

The magazine SPONSORs published an\nanalysis, according to which 30<\/strong> Sponsorship agreements<\/strong> with a total value of 29 million\nof the 144 most important sponsoring partnerships of the 36 DFL clubs<\/strong>\nexpire at the end of the season. The extent to which contracts will be further delayed,\nsums or even advertising space will remain free is difficult to forecast at present.\ndifficult to predict at present. <\/p>\n\n\n\n

Besides the view into an uncertain future\nexisting contracts with partners and sponsors are in jeopardy due to the Crisis<\/strong>\nin particular focus. As much as we all hope that the health consequences of the\nof this virus` will remain manageable, they are already economically\nenormous.<\/p>\n\n\n\n

It is therefore all the more important that companies also\nact with a sense of proportion in legal dealings, know their options for action, and be aware of optional\nscenarios<\/strong> are prepared in the best possible way.<\/p>\n\n\n\n

When evaluating the options\nThe special situation in sponsorship must be taken into account when evaluating the options for action.\nnormal advertising business, for example, if the advertising platform were to be switched off.\nwould no longer be paid in monetary terms, for example, the authentic collaborations<\/strong>\nbetween sponsor and club is characterized by a partnership \"through thick and thin.\nthrough thick and thin. If one considers the shitstorm and image damage,\nthe sporting goods manufacturer adidas caused by suspending its rental payments.\nit is conceivable how a fan would appreciate the thoughtless reactions of a sponsor of his favorite\nof his favorite club. But even this \"Intangible Value\"<\/strong>\nmust ultimately be measured against the controlling and compliance of the sponsoring company.\nof the sponsoring company.        <\/p>\n\n\n\n

In this context, the rights holders in particular represent existing<\/strong> sponsorship agreements present a particular challenge due to the usually quite complex bundle of advertising\/media rights, tickets, boxes, trademark rights and personal rights. Two points of view are explained in more detail below, which are legal assessment<\/strong> and the Evaluation of the underperformance or damage<\/strong>.<\/p>\n\n\n\n

Lawyer Guido Kambli<\/strong>, head of the sports law crew of the BAY GmbH<\/strong> Wirtschaftspr\u00fcfungs- und Rechtsanwaltsgesellschaft from Munich explains:<\/p>\n\n\n\n

 1. initial situation - corona crisis<\/strong><\/p>\n\n\n\n

As things stand at present, there are to be\nBundesliga and 2nd Bundesliga from the end of May - without an audience,\nbut broadcast on television and online. In the worst case, the\nthe remaining match days will be canceled by the DFL, and the season will end prematurely.\nIn principle, even in times of crisis, the principle \"pacta sunt servanda<\/em>\"\n- Contracts must be honored: The soccer clubs or\nsoccer corporations (hereinafter collectively referred to as \"associations\" or \"clubs\")\nmust provide the contractually agreed advertising services in full, and the sponsors must pay the\nsponsors must pay the agreed remuneration in full - if they fail to do so, they may be threatened with\ntermination of the contract, reduction of payment or damages, unless otherwise provided for in the\nclauses to the contrary or statutory regulations or the provisions of the\nor the principles of \"force majeure\u00a0\nprinciples of \"force majeure\" developed by the courts.<\/p>\n\n\n\n

2. scenario ghost games<\/strong><\/strong><\/p>\n\n\n\n

If, as is highly probable, the \"ghost games\" occur, both\n\"ghost games\", both contracting parties are, until their implementation, according to \u00a7\n275 of the German Civil Code (BGB) from their obligation to perform (since a case of temporary\nimpossibility exists and the advertising services are regularly not \"fixed transactions\nfixed transactions\" subject to a time limit). As soon as the games take place\nthe clubs can fulfill their contractual obligations (with a time lag) in part or in full and\nobligations (with a time lag) and, in particular, to provide the media-relevant services\nsuch as advertising on the jerseys, perimeter advertising, sponsor logos on the interview screens\ninterview walls, partial use of club-owned rights or online presence of the sponsor.\nof the sponsor. Other services that are directly related to the event\nand the stadium, such as the provision of business seats,\nhospitality measures or printing of the sponsor's logo on the spectator day\nday tickets for spectators, are not provided. In such a constellation, the sponsor must\nsponsor must pay for the services provided. Only in respect of the\nmeasures not performed, the sponsor can reduce his payments appropriately or\nor demand a pro rata refund from the club - unless the parties to the contract have\nparties do not agree in advance on an adjustment of the contract within the meaning of Section 313 of the German Civil Code (BGB).\nClaims for damages by the sponsor are generally ruled out, as the clubs are not responsible for the exclusion of the spectators.\nclubs are not responsible for the exclusion of the spectators. Something else applies\nif the sponsorship agreement contains guarantees or so-called force majeure clauses.\nforce majeure clauses that open the way for the sponsor to claim damages.\ncompensation. <\/p>\n\n\n\n

3. scenario season cancellation<\/strong><\/strong><\/p>\n\n\n\n

If it comes,\nwhich, according to current knowledge, is extremely unlikely, the season will be\nseason is cancelled, the remaining games will be cancelled. The temporary becomes\nbecomes a permanent impossibility, at least as far as the implementation of media\nmedia-relevant, matchday and stadium-related rights and services.\nare concerned. The legal consequence of this is that the soccer clubs are released from their obligation to\nfrom their obligation to provide such outstanding advertising measures pursuant to \u00a7 275 of the German Civil Code\nsince neither they nor a third party can provide the service. The\nsponsor is no longer obligated to pay its outstanding remuneration under \u00a7 326 BGB.\noutstanding remuneration; in addition, it may demand the return of any payments already\npayments already made and may withdraw from or terminate the sponsorship contract if the\nor terminate the sponsorship agreement if there is good cause. The amount\nthe amount of any reclaims and the existence of good cause shall be determined\nbe determined on a case-by-case basis. In principle, the decisive factor is\nwhat the parties have contractually agreed with each other. Only if\ncontractual provisions are missing, incomplete or insufficiently detailed,\nthe legal provisions just described come into play. <\/p>\n\n\n\n

In many\nsponsoring agreements contain force majeure clauses. These contain\nagreed between the parties for the occurrence of unavoidable events (\"force majeure\").\nfor the occurrence of unavoidable events (\"force majeure\"). Force majeure\nAccording to the case law of the German Federal Court of Justice, force majeure is defined as an external event\nexternal event that has no operational connection and cannot be avoided even by the utmost\nwhich cannot be avoided even by the utmost care, and which cannot be attributed to the spheres of the\nspheres of the contracting parties. Whether a corona-related\nviolation of contractual performance obligations constitutes such a case of force majeure is\nhas not yet been decided by the highest courts, but there are many\narguments speak in favor of it. As is usually the case in jurisprudence, the circumstances\nthe circumstances of the individual case are decisive. What must be taken into account\nwhat the sponsoring service relates to and where the focus of the services lies.\nfocus of the services, and secondly, whether certain guarantees or conditions, such as performance periods\nconditions such as performance periods, whether cases of force majeure have been expressly\ncases of force majeure have been expressly defined, and which information and\nand cooperation obligations of the parties in connection with the possible occurrence of a performance\nof an impediment to performance. If the conclusion is reached that force majeure\nforce majeure exists, claims for damages are ruled out.<\/p>\n\n\n\n

Marcel Cordes<\/strong>, partner of the consulting agency SPORTHEADS<\/strong>\nsupplemented: <\/p>\n\n\n\n

The second essential aspect besides the\nlegal situation relates to the shortfall in performance or the amount of the\nof the damage and, if applicable, its compensation. Modern sponsoring agreements usually, but not always\nusually, but not always, include clear catalogs of performance and consideration.\nParticularly in the definition of advertising rights, performance-based\ncomponents that relate to the league table situation, promotion and relegation, and qualification for\nfor international competitions, for example, are common standard.\nBonus\/malus clauses based on media sponsor visibility, the reach achieved or the\nor the advertising equivalent value (AVE) generated are not only common in naming right\nnot only in naming rights contracts.<\/p>\n\n\n\n

In order to assess an underperformance, it is\nthe first step, it is important to differentiate the various contract components and benefit\ndifferentiate between the various contractual components and benefit commitments as far as possible and to\nindividually. This is the only way to identify the areas\nareas where full performance appears impossible due to the Corona crisis (e.g.\nthe Corona crisis (e.g., public tickets, VIPs, non-media-relevant\nmedia-relevant advertising space in the stadium, promotion, stadium TV). In other\nperformance of the contract may not be possible within the agreed period, but can be\nagreed period, but can still be fulfilled on the basis of the scenarios in question\n(e.g., for the mostly dominant media-relevant advertising spaces). <\/p>\n\n\n\n

The starting point here is the contractual\nagreements: Are media performance values contractually defined for the\nperformance values are contractually defined for the media elements of the sponsorship agreement - conceivable\nconceivable here are clauses for achieving a defined CPM (thousand-contact price)\nas a ratio of the sponsorship sum attributable to the media visibility\ndivided by media contacts achieved - the calculation is facilitated.<\/p>\n\n\n\n

If only the display of the media-visible advertising\nIf only the display of advertising space visible in the media is contractually owed - and this will be the most frequent case\nthis must be considered in connection with clauses on the operation of the game.\noperation of the game.  <\/p>\n\n\n\n

Whether the game plan at the end of the season\n19\/20 season will ultimately lead to an increase or decrease in media performance.\ncannot be conclusively assessed at present. The approximately 1.1 million\naverage stadium attendance per matchday will, in the event of ghost matches, reduce the\nthe media reach of the Bundesliga and 2nd Bundesliga if ghost matches are held.\nsignificantly. For the calculation of the compensation, this effect should be\nand a reference value, e.g., from last season, should be used as a basis,\nshould be used as a basis.<\/p>\n\n\n\n

Outlook,\nRecommendation<\/strong><\/strong><\/p>\n\n\n\n

With all legal and contractual possibilities,\nTo disengage from existing, unfulfilled contracts,\nclaims for damages or compensation payments, the goal should always be a\ncompensation payments, the goal of a joint, amicable solution between the contractual\nsolution between the contracting parties should always be in the foreground, in order to lay the groundwork for a sustainable\nfor sustainable, trusting and fair cooperation in the period after the Corona crisis.\nthe Corona crisis.<\/p>\n\n\n\n

Ultimately, and this is shown by examples such as the\nthe behavior of Borussia M\u00f6nchengladbach's sponsors, which already has a positive connotation in the press.\nM\u00f6nchengladbach, most sponsors and partners of a club see themselves as part of the community\nas part of the community and may benefit, particularly in times of crisis, from a positive\nimage gain<\/strong>. At the same time, the parties should clarify which\noptions for action exist in the contractual sense and how any potential\ndamage can be calculated and, if necessary, compensated.<\/p>\n\n\n\n

In any\nIn any case, sponsors and marketing agencies will consider adding a force majeure clause to future\ncontracts to include a contractual provision on the subject of \"force majeure,\" and to\nand to ensure that the wording also covers obstacles to performance in cases of\ncases of epidemics \/ pandemics \/ plagues.<\/p>\n\n\n\n

SPORTHEADS\ngladly supports you <\/strong>competent<\/strong> in all matters relating to sponsorship. <\/strong>Contact us!<\/strong><\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Das Magazin SPONSORs ver\u00f6ffentlichte eine Analyse, nach der 30 Sponsoringvertr\u00e4ge im Gesamtwert von 29 Mio. Euro der 144 bedeutendsten Sponsoring Partnerschaften der 36 DFL Clubs zu Saisonende auslaufen. In wie weit sich Abschl\u00fcsse weiter verz\u00f6gern, Rechtesummen reduzieren oder gar Werbefl\u00e4chen frei bleiben ist derzeit nur schwer zu prognostizieren. Neben dem Blick in eine ungewisse Zukunft […]<\/p>","protected":false},"author":1,"featured_media":1911,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[15],"tags":[],"class_list":["post-1879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company","entry","has-media"],"yoast_head":"\nSPORTHEADS Blickpunkt: Einfluss der Corona-Krise auf Sponsoringvertr\u00e4ge | SPORTHEADS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sportheads.de\/en\/sportheads-blickpunkt-einfluss-der-corona-krise-auf-sponsoringvertraege\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SPORTHEADS Blickpunkt: Einfluss der Corona-Krise auf Sponsoringvertr\u00e4ge | SPORTHEADS\" \/>\n<meta property=\"og:description\" content=\"Das Magazin SPONSORs ver\u00f6ffentlichte eine Analyse, nach der 30 Sponsoringvertr\u00e4ge im Gesamtwert von 29 Mio. Euro der 144 bedeutendsten Sponsoring Partnerschaften der 36 DFL Clubs zu Saisonende auslaufen. In wie weit sich Abschl\u00fcsse weiter verz\u00f6gern, Rechtesummen reduzieren oder gar Werbefl\u00e4chen frei bleiben ist derzeit nur schwer zu prognostizieren. Neben dem Blick in eine ungewisse Zukunft […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sportheads.de\/en\/sportheads-blickpunkt-einfluss-der-corona-krise-auf-sponsoringvertraege\/\" \/>\n<meta property=\"og:site_name\" content=\"SPORTHEADS\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-07T10:20:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-04-07T14:16:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sportheads.de\/wp-content\/uploads\/2020\/04\/Marcel-Cordes.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"SPORTHEADS\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"SPORTHEADS\" \/>\n\t<meta name=\"twitter:label2\" 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Euro der 144 bedeutendsten Sponsoring Partnerschaften der 36 DFL Clubs zu Saisonende auslaufen. In wie weit sich Abschl\u00fcsse weiter verz\u00f6gern, Rechtesummen reduzieren oder gar Werbefl\u00e4chen frei bleiben ist derzeit nur schwer zu prognostizieren. 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