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SPONSORSHIP
Local
Impact
In a specially commissioned report, 'Supporting Local Communities:
Assessing the Contribution of Europe's Brewers', the Brewers of
Europe association aims to raise awareness of the important role
brewers play in communities across Europe. This extensive report
gathered information from a total of 3,300 breweries and brings
to life the social, economic and cultural contributions the industry
makes. It also includes many inspirational examples from across
the continent.
reweries have a long history
H of contributing to the
well-being of their local
communities, often producing brands
that are only consumed locally, providing
employment and paying taxes, all of
which make an important contribution
to the local economy. There is often a
cultural heritage and source of local pride
associated with the breweries, which are
clearly important to the local community.
While the industry is acknowledged for
international sponsorships of popular incredible 62% of this investment is local
sporting and music events, these or regional, with activities ranging from
represent just a small fraction of the the arts and education, to innovation,
contribution the industry makes. The science and health.
Brewers of Europe report shows that the
majority of brewer sponsorship happens These activities generate significantly less
at a regional or local level. widespread publicity than high-profile
international sponsorships, but serve a key
Supporting Regional Events role in the community and often support
In fact, brewers in Europe spend almost activities and events that would otherwise
€1 billion on sponsored activities and an have no funding.
32
World of HEINEKEN Autumn 2011
