Sponsoring events goes beyond a one-off action: it has become a central part of the marketing and positioning strategies of major brands. The bond between sponsor and event is so strong that the values and attributes of one are transferred to the other. Therefore, choosing events that adopt sustainable and responsible practices is increasingly relevant, especially with regard to ESG (environmental, social and governance) aspects.
These actions range from the use of recyclable materials and offsetting carbon emissions to promoting accessibility and diversity, helping to minimize environmental impact, promote social inclusion and ensure transparency in operations.
Although these topics are already recurring, when companies choose an event to support or sponsor, many of them forget to include in this checklist a fundamental piece for this responsible chain: respect for musical copyrights.
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Copyright guarantees that composers, performers and musicians are recognized and remunerated for the use of their works where there is public performance of music, including at events. In Brazil, it is up to the Ecad (Central Collection and Distribution Office) collect and distribute these values to artists and creators.
New Year’s Eve and planning 2025
The proximity of the end of the year and the New Year’s Eve festivities is a great opportunity for brands to ensure that they are linked to events with up-to-date copyrights, thus ensuring a good reputation. Another possibility is to take advantage of the planning moment for 2025 and discuss how your company’s brand intends to position itself in relation to the sustainability of the music chain and guarantee more value to its own image.
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The role of Ecad
is a private, non-profit institution managed by seven associations (Abramus, Amar, Assim, Sbacem, Sicam, Socinpro and UBC) that represent music professionals. With a database of more than 21 million works, the entity plays an essential role in the sustainability of the music chain. Despite this, challenges still persist.
The responsibility of sponsoring brands
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The Brazilian Copyright Law (9,610/98) defines that the event promoter is responsible for paying the copyright for the public performance of songs. That’s why, when sponsoring an event, companies must be a key strategic partner in this mission, ensuring that organizers are in compliance with copyright law. A care that goes beyond avoiding legal problems: it reinforces the brand’s commitment to the sustainability of the music market, valuing composers and their works.
As explained by Marcello Nascimento, executive manager of Collection at Ecad: “Copyright is the law and must be respected in any event with public performance of music. Sponsorship brands play a transformative role in encouraging regularity and valuing music professionals.”
The recommends that companies include copyright verification in the sponsorship approval process and also in sustainability reports. This practice ensures that brands are not associated with irregular events, protecting their reputation and expanding their positive impact on society.
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Nascimento concludes: “The holiday season also represents an important time for many music professionals who depend on income from royalties. In 2024, Ecad expects to raise around R$28 million from these events alone.”
Tools for companies
To guide sponsors, the document explains what companies should observe when supporting events and highlights the positive impact of this practice on the music chain.
