Sponsoring measures carried out in such a way that the protection of children and young people is guaranteed and alcohol abuse in general is prevented

Breweries are among the most important sponsors in Germany. This is true not only for professional and popular sports, but also for cultural events and other events that are of great importance to society. Breweries are often the most important supporters of event organisers and clubs at national, regional and local level and are involved in long-term partnerships.

For German brewers, it goes without saying that sponsoring measures are only carried out in such a way that the protection of children and young people is guaranteed and alcohol abuse in general is prevented. Many years ago, the industry therefore imposed clear regulations on itself for responsible sponsoring, which supplement the “Code of Conduct of the German Advertising Council on Commercial Communication for Alcoholic Beverages” and must be observed in all sponsoring measures.