Branding during sponsorships
Corporate sponsorship is becoming increasingly important – particularly as many socially significant projects or organizations depend on additional sources of financing. Sponsorship for scientific, sporting, cultural, social or charitable activities is based on contractually agreed performance and counter-performance.
For Bayer, image enhancement and an increase in brand awareness should always be the communication objectives. Additionally, these activities should serve our mission Health for all, Hunger for none.
Scientific Sponsorship
Partners often like to indicate that Bayer is sponsoring an event or supporting an institution financially. In such cases, the partner will request a logo so that Bayer can be presented on the website or on event material. This is a form of reference advertising. In cases such as these, only the Bayer Cross may be used.
A formal trademark license agreement is not usually required. A written consent declaration from Corporate Trademarks or Brand Management will be sufficient.
In individual cases the use of our company name and/or the Bayer Cross will already be comprehensively covered by the Sponsorship Contract. Corporate Trademarks has standard clauses that should be used. If the partner provides this sponsorship contract, our standard clauses should be used and contact Corporate Trademarks if in doubt.
Before undertaking any sponsorship, please contact Corporate Communications to discuss the benefit of the sponsorship for Bayer. If this sponsorship is considered beneficial and approved by Corporate Communications and the sponsorship contract does not contain the standard clause regarding logo use, as mentioned above, please contact Corporate Trademarks or Brand Management before sending the Bayer Cross to any external party. Corporate Trademarks will review the sponsorship contract or provide you with a Consent Declaration that clearly defines how the external partner may or may not use the Bayer logo. If the Sponsorship Contract already contains the standard clause regarding logo use, you do not need to contact Corporate Trademarks.
Please carefully think about the benefits of Bayer becoming
A lead partner / lead sponsor or
An equal partner or
A minor partner
| 
| 
|
Negotiate your branding presence accordingly (i.e. lead sponsor = prominent branding, large Bayer logo vs. minor partner = less prominent branding). The main objective in co-branding activities is for Bayer to be properly recognizable. Even in combination with other brands, Bayer must always have an appropriate and visually attractive image in line with our CD rules.
In the event of partnerships with many different and equally important partners, please aim to have the partners mentioned in alphabetical order. Also, please consider using the Bayer Cross with the Bayer name next to it for guaranteed visibility in case the logo area for each partner is supposed to be of equal size.
If you have any further questions about this or any other section of Bayer Identity Net, please contact:
Sports Sponsorships
Board advertising
Board advertising is the classic and most widespread form of sports advertising. Board dimensions are based on the specifications of the individual sports clubs or arenas.
The Bayer logo for board advertising has been specifically adapted to the requirements of TV broadcasts. The relationship of the Bayer Cross to the Bayer word has been modified and a special background dyed in the corporate colors. The Bayer Cross must have the largest possible diameter permitted by the advertising board.
LED board advertising provides additional design leeway, increases visibility and perception, and makes the advertising more dynamic.
For more information please contact identitynet@bayer.com
Board advertising can also be used for product advertising. The Bayer Cross is then complemented by a product logo.
Jersey advertising
The Bayer Cross is to be applied to a jersey as follows:
For designs centered on the front of the jersey a Bayer Cross diameter of 15 cm is specified.
If such a centered design is not possible for advertising reasons or restrictions laid down by the respective sports association, the Bayer Cross should be shifted to the upper part of the jersey; in such cases we recommend a Bayer Cross diameter of 8 cm.
Only the line-art form is permitted when printing the Bayer Cross. – in white on a dark background or in black on a light background.
In order to maximize the impact of the Bayer Cross, please also consider embroidering the colored Bayer Cross onto textiles. More information on branded textiles can be found in Promotional Items.
If Bayer is not the sole sponsor, the jersey advertising will be weighted according to the financial clout of the various sponsors.
The design of jerseys must comply with the statutory requirements of the respective sports association. As some sports associations have detailed regulations governing the placement of advertising messages, these rules must be complied with.
The Bayer Cross must not be combined with other graphic elements.
Bayer Cross
Advertising in an interview/media zone
The additional options for publicizing and advertising the Bayer brand at events with intensive media coverage include the designed background of the interview area:
To ensure optimal TV presence from every camera angle we have a multiple Bayer Cross pattern, for outstanding recall impact. Detailed information can be found in the
Live Communication chapter
- 1/6
- 2/6
- 3/6
- 4/6
- 5/6
- 6/6
Partnerships with non-profits
Through globally operating corporate foundations the Bayer Group provides funding for leading-edge research, talented individuals, and innovative educational and social projects. As we are proud of our partnerships and our support for non-profits, we like to ensure that our partners, our employees, and our community are aware of our engagement through adequate branding.
For further information please see the respective internal and external websites:
