Purpose

This policy guides sponsorship commitments and cancellations, ensuring alignment with brand strategy and competitive market positioning. The organization is responsible for strict adherence, with brand managers empowered to evaluate sponsorship requests based on strategic fit, audience engagement, and digital impact.

Sponsorship Policy

• All sponsorships must comply with the Heineken Responsible Marketing Code, the Brand Promoters Policy, and brand engagement strategies.
• A formal contract is mandatory, outlining rights, obligations, and digital activation strategies.
• Sponsored events/activities must align with commercial, ethical, and digital branding standards.
• Sponsorships are a strategic brand-building tool, contributing to S.B.N.V.’s brands yearly marketing goals, consumer engagement, and digital presence.

Legal Protection & Liability Disclaimer

The sponsoring brand (Parbo Bier & Heineken) shall not be held responsible for any actions, disputes, or liabilities arising from the sponsored event or activity. The event organizer and all affiliated parties accept full legal responsibility for:

• Compliance with local laws, regulations, and ethical standards.
• Conduct of attendees, performers, influencers, and affiliated entities.
• Financial obligations related to venue fees, permits, and security.
• Marketing and promotional activities associated with the sponsorship.

Furthermore, the sponsoring brand reserves the right to revoke sponsorship if the event or organizer fails to meet contractual obligations or brand ethical standards.

Sponsorship Criteria for Alcoholic Brands

• Minimum age for event participants: 18+ (strict compliance with the Responsible Marketing Code).
• Sponsorship is only considered if aligned with brand positioning, digital engagement, and relevance to core target groups (LDA+18–35).
• Requests are evaluated on:
  • Expected attendance: Minimum 500 people.
  • Fit with Parbo brand identity, values, and digital engagement strategy.
  • Target audience relevance and influence partnerships.
  • Potential reach: Media exposure, online impressions, AI-driven audience analytics.
  • Mandatory product order from our assortment.
• Sponsorship must fall within the budget and align with S.B.N.V.'s digital marketing priorities.
• Requests directly or indirectly involving minors will not be processed.
• Requests involving religious, political, and pageants will not be processed.
• All sponsorships are either:
  • Financial (in SRD, transferred via bank).
  • In-kind (free beer, tents, coolers, bar equipment, digital assets).

Other Types of Sponsorships

• Digital (media) sponsorship (ad placements, influencer collaborations).
• Media sponsorship (TV, radio, podcast, AI-enhanced content marketing).
• Event (mass) sponsorship (experiential activations, digital audience engagement).
• Equipment lending (tents, coolers, branded digital assets).

Procedure for Processing Sponsorship Requests

• Requests must be submitted digitally via email to: sponsorship@parbobier.com.
• Requests are reviewed by the brand team and categorized as:
  • Sport activities (driven fan engagement).
  • Music events (digital amplification, influencer partnerships).
  • Media sponsorship (AI-enhanced content marketing).
• All incoming requests are registered and processed within five (5) working days.
• The brand manager makes the final decision and provides feedback via phone, email, or official letter.
• Government-related sponsorships will not be considered due to Business Conduct Guidelines.

If approved:

• The sponsorship contract process is initiated.
• The evaluation is based on sponsorship criteria & sales & data-driven audience analytics.
• The appendix must include the Responsible Marketing Code & Brand Promoters Policy.
• Post-event digital content is required for reporting & learnings.

Timing & Requirements

• Requests must be submitted at least 3 weeks before the event.
• Feedback is provided within 1 week of receipt.
• Sponsorship is only confirmed after contract signature and internal compliance check.
• Sponsorship is conditional upon:
  • Strategic alignment with brand objectives.
  • Fulfillment of attendance, product order, and age restriction requirements.
  • Available budget and digital marketing prioritization.

How to Apply

Do you think your event qualifies for sponsorship? Use our contact form or email us at sponsorship@parbobier.com. Requests that comply with this policy will be processed and considered for further evaluation within two weeks.