With ever growing frequency, companies from various sectors are using sporting and cultural, “live” events and audio programs as communication platforms. This regularly occurs in the form of sponsoring. On the one hand, legislators are somewhat restrained when it comes to (judicating) the provisions of sponsoring contracts, so that the contractual partners are basically free to negotiate and agree upon their reciprocal rights and obligations. On the other, however, it is advisable to be cognizant of the need to observe the many general rules of law and legal institutions, (regarding the application of advertising bans in several public spheres, competition regulations and statutes or institutional directives involving such sponsoring). Thus, negotiating and implementing such a sponsoring agreement requires extensive experience and the sound knowledge of Brehm & v. Moers.