Experts warn that a ban on sports sponsorship could lead to the financial destruction of sports.
Back in May 15, 2024, the German Bundestag's Sports Committee gathered to talk about the possibility of banning sports sponsorship. There, the experts voiced their concerns, stating that it would greatly damage German sports if sponsors were to be excluded in specific instances or entirely.
Countless Experts Support Sports Sponsorship
The Association of Sports Sponsorship Providers' Managing Director, Inka Müller-Schmäh, shared that sponsorship is a vital factor in financing the German sports system. According to a Bundestag press release, she commented on the significance of having a "practicable and manageable legal framework" to support sport on all levels - from amateur to elite.
Other specialists in the field, like Heike Kramer from the German Savings Banks and Giro Association and Christoph Breuer from the German Sport University Cologne, also agreed with Müller-Schmäh. Kramer highlighted the importance of allowing companies to communicate freely through sports sponsorship to keep them engaged in investing in sports. Meanwhile, Breuer underlined the dependency of German sports on sponsorship while stressing that sponsorship messages must be assessed to prevent harm. And, Sylvia Schenk from Transparency International Germany's sports working group mentioned a "win-win-win situation" for everyone involved if sponsorship advertising is handled responsibly.
Therefore, there's a general acceptance that sponsorship is crucial for sports, but it must follow certain guidelines.
The Uncertainty Surrounding Sports Betting Advertising
After the Bundestag's brief report, the German Sports Betting Association (DSVW) published a summary through its own press section. The DSVW mentioned that a ban on advertising alcohol, sensitive foods, and gambling could negatively impact sports clubs' financial status.
In Germany, sports betting advertising is common, especially in the professional sector, but is debated frequently. In fact, an open letter even demanded a total prohibition of sports betting advertising. However, enforcing this plan appears unlikely in the immediate future, considering the regulated and negotiated guidelines for advertising sports betting and other gambling offers outlined in the Interstate Gambling Treaty.
The future of sports betting advertising remains unpredictable internationally as well. In England, for instance, Premier League clubs have pledged to stop displaying gambling companies as their main shirt sponsors from the 2026/27 season. Nonetheless, it's likely that the intensity of casino and sports betting advertising will remain substantial due to other advertising methods in stadiums.
Sports Advertising Seems Unlikely to Disappear
From the expert opinions shared in the Bundestag, it appears unlikely that lawmakers will impose a total ban on sports sponsorship. Banning sponsorship would threaten not just professional sports but also the widely popular ones.
Nevertheless, Federal Nutrition Minister Cem Özdemir (Greens) has expressed concerns over potential negative side effects of sports advertising. Specifically, he's been critical towards sponsorship aimed at children.
Therefore, it seems possible that some types of advertising, specific product categories, and communication methods may be restricted in the future. Currently, there aren't any concrete statements or plans that could affect these decisions in the near term.
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Source: www.onlinecasinosdeutschland.com
