Starting Point

von Dresdner Kleinwort, am 03.07.2008

1. Dresdner Kleinwort’s Triathlon Sponsorship Vision

The basic of Dresdner Kleinwort’s sponsorship policy is to foster endurance sports. Our vision is currently focused on sponsoring marathon (naming sponsor of the Frankfurt Marathon) and triathlon (support for our
international triathlon team). The characteristic features of these kinds of sport, such as devotion, strength and
discipline, fit well with the values of our company.

Within investment banking, Dresdner Kleinwort stands for innovative solutions and inspiring partnerships. The company applies the same philosophy to its approach to sponsorship. Not only setting up a professional triathlon team led by Normann Stadler is a new idea, but so is the development of an exemplary anti-doping pilot project for the team.

Zero-tolerance principle: our aim is to show that peak performance can also be achieved without the aid of illegal performance-boosting drugs. With the help of a competent partner, the German National Anti-Doping Agency (NADA), we shall be able to show at any time that the team’s athletes are “clean” and are competing fairly. Zero-tolerance is the name of the game.

2. Actual Situation regarding the Fight against Doping

In recent years – partly in response to political pressure – the fight against doping has been harmonised at
national and international level, in particular by establishing the World Anti-Doping Agency (WADA) and
corresponding National Anti-Doping Agencies (NADAs), and through the adoption of the WADA code as well as the relevant NADA code by sport organisations and governments.

Nonetheless, there are still too many loopholes, since there are not enough resources to ensure adequate testing. In Germany, the NADA is far from achieving its aim of obtaining from industry the substantial amount of money needed for an optimal testing program.
At least in May 2006, as a result of the unveiling of doping networks in cycling, it became obvious that not enough has been done in fighting doping and above all that doping is still supported by structural factors. As long as the media and sponsors continue to give the impression that they do not really want to know exactly what is going on, only the symptoms are treated. Sponsors must not focus on the figures of TV broadcasting but have to insist on clean athletes thus taking responsibility for fair competitions and the health of the athletes.

Since 2006 there has obviously been a paradigm shift. The media has become considerably more critical, sponsors realise that their responsibility spreads further than expected and that sport, too, can have a negative impact on their brand. Companies looking at their sponsorship as part of their corporate social responsibility also want to transfer their values and ethical principles into the field of sport.