[Federal Register Volume 67, Number 80 (Thursday, April 25, 2002)]
[Rules and Regulations]
[Pages 20433-20441]
From the Federal Register Online via the Government Publishing Office [www.gpo.gov]
[FR Doc No: 02-9930]



 ========================================================================
 Rules and Regulations
                                                 Federal Register
 ________________________________________________________________________
 
 This section of the FEDERAL REGISTER contains regulatory documents 
 having general applicability and legal effect, most of which are keyed 
 to and codified in the Code of Federal Regulations, which is published 
 under 50 titles pursuant to 44 U.S.C. 1510.
 
 The Code of Federal Regulations is sold by the Superintendent of Documents. 
 Prices of new books are listed in the first FEDERAL REGISTER issue of each 
 week.
 
 ========================================================================
 

  Federal Register / Vol. 67, No. 80 / Thursday, April 25, 2002 / Rules 
and Regulations  

[[Page 20433]]



DEPARTMENT OF THE TREASURY

Internal Revenue Service

26 CFR Part 1

[TD 8991]
RIN 1545-BA68


Taxation of Tax-Exempt Organizations' Income From Corporate 
Sponsorship

AGENCY: Internal Revenue Service (IRS), Treasury Department.

ACTION: Final regulations.

-----------------------------------------------------------------------

SUMMARY: This document contains final regulations relating to the tax 
treatment of corporate sponsorship payments received by tax-exempt 
organizations. The final regulations affect exempt organizations that 
receive sponsorship payments.

DATES: Effective Date: These regulations are effective April 25, 2002.
    Applicability Date: These regulations are applicable for payments 
solicited or received after December 31, 1997.

FOR FURTHER INFORMATION CONTACT: Stephanie Lucas Caden or Barbara E. 
Beckman of Office of Associate Chief Counsel (TE/GE), (202) 622-6080 
(not a toll-free number).

SUPPLEMENTARY INFORMATION:

Background

    Exempt organizations generally must pay tax on unrelated business 
taxable income, as defined in section 512. Section 512(a)(1) defines 
unrelated business taxable income (UBTI) as the gross income derived by 
an organization from any unrelated trade or business (as defined in 
section 513) regularly carried on by it, less the deductions that are 
directly connected with the carrying on of the trade or business, both 
computed with the modifications provided in section 512(b).
    Section 513(a) defines unrelated trade or business as any trade or 
business the conduct of which is not substantially related (aside from 
the need of an organization for income or funds or the use it makes of 
the profits derived) to the exercise or performance by the organization 
of its charitable, educational, or other purpose or function 
constituting the basis for its exemption under section 501. Section 
513(c), captioned ``Advertising, etc., activities,'' provides that the 
term trade or business includes any activity carried on for the 
production of income from the sale of goods or the performance of 
services, and that an activity does not lose identity as a trade or 
business merely because it is carried on within a larger aggregate of 
similar activities or within a larger complex of other endeavors which 
may, or may not, be related to the exempt purposes of the organization. 
See Sec. 1.513-1(b).
    The IRS first published a notice of proposed rulemaking (EE-74-92) 
(1993 proposed regulations) on January 22, 1993 (58 FR 5687), proposing 
that the regulations under section 513 be amended to provide guidance 
on the proper tax treatment of sponsorship payments received by an 
exempt organization. The 1993 proposed regulations focused on the 
nature of the services provided by the exempt organization rather than 
the benefit received by the sponsor, and distinguished advertising, 
which is an unrelated trade or business activity, from acknowledgments, 
which are the mere recognition of a sponsor's payment and therefore do 
not result in UBTI. In a so-called ``tainting rule,'' the 1993 proposed 
regulations provided that if any activities, messages or programming 
material constituted advertising with respect to a sponsorship payment, 
then all related activities, messages, or programming material that 
might otherwise be acknowledgments would be considered advertising. The 
1993 proposed regulations also proposed to amend the regulations under 
section 512(a) by adding examples of the allocation rule governing 
exploitation of exempt activities in cases involving sponsorship 
income.
    The Taxpayer Relief Act of 1997, Public Law 105-34, section 965 
(111 Stat. 788, 893-94), amended the Internal Revenue Code (Code) by 
adding section 513(i). Section 513(i) governs the treatment of certain 
sponsorship payments by providing that qualified sponsorship payments 
are not subject to the unrelated business income tax (UBIT). Section 
513(i) defines qualified sponsorship payments as payments made by a 
person engaged in a trade or business with respect to which there is no 
arrangement or expectation that such person will receive any 
substantial return benefit other than the use or acknowledgment of the 
name or logo (or product lines) of the person's trade or business in 
connection with the exempt organization's activities. Section 513(i) 
further provides that use or acknowledgment does not include 
advertising (including messages containing qualitative or comparative 
language, price information or other indications of savings or value, 
or an endorsement or other inducement to purchase, sell, or use a 
sponsor's products or services).
    Section 513(i) specifically provides that, to the extent a portion 
of a payment would (if made as a separate payment) be a qualified 
sponsorship payment, that portion of such payment and the other portion 
of such payment are treated as separate payments. Whether a separate 
transaction that falls outside of the section 513(i) safe harbor is 
subject to the UBIT depends on the application of existing rules under 
sections 512, 513, and 514.
    Section 513(i) applies to payments solicited or received after 
December 31, 1997. Section 513(i) does not apply to qualified 
convention and trade show activities (described in section 
513(d)(3)(B)) or to the sale of an acknowledgment or advertising in 
exempt organization periodicals. For this purpose, the term periodicals 
means regularly scheduled and printed material published by or on 
behalf of an exempt organization that is not related to and primarily 
distributed in connection with a specific event conducted by the exempt 
organization.
    To reflect the differences between the 1993 proposed regulations 
and section 513(i), and in response to comments submitted on the 1993 
proposed regulations, new proposed regulations (REG-209601-92) (2000 
proposed regulations) were issued on March 1, 2000 (65 FR 11012).
    The 2000 proposed regulations amend the regulations under section 
513, and provide that qualified sponsorship payments within the meaning 
of section 513(i) are not UBTI. The 2000 proposed

[[Page 20434]]

regulations define the phrase ``substantial return benefit'' to mean 
any benefit other than (1) a use or acknowledgment of the payor's name 
or logo in connection with the exempt organization's activities, or (2) 
certain goods or services that have an insubstantial value under 
existing IRS guidelines. Generally, according to the 2000 proposed 
regulations, benefits such as complimentary tickets, pro-am playing 
spots, and receptions for donors have an insubstantial value only if 
they have a fair market value of not more than 2% of the payment, or 
$74 (adjusted for inflation for tax years beginning after calendar year 
2000 pursuant to section 1(f)(3)), whichever is less. See Sec. 1.170A-
13(f)(8)(i)(A); Rev. Proc. 90-12 (1990-1 C.B. 471), as adjusted for 
inflation (for calendar year 2002, the amount is $79, see Rev. Proc. 
2001-59 (2001-52 I.R.B. 623) (December 26, 2001)).
    The 2000 proposed regulations clarify that for an exempt 
organization to avail itself of the section 513(i) safe harbor, it must 
establish that some portion of the payment exceeds the fair market 
value of any substantial return benefit received by a payor in return 
for making the payment. In a sponsorship arrangement, the fair market 
value of the substantial return benefit may equal the entire amount of 
the sponsorship payment. The burden of establishing the fair market 
value of any substantial return benefit falls on the exempt 
organization. The 2000 proposed regulations state that the exempt 
organization's determination of the fair market value of a substantial 
return benefit provided to the payor will not be set aside for purposes 
of applying the section 513(i) safe harbor so long as the organization 
makes a reasonable and good faith valuation of the substantial return 
benefit received by the payor.
    The 2000 proposed regulations provide that the right to be the only 
sponsor of an activity, or the only sponsor representing a particular 
trade, business, or industry is generally not a substantial return 
benefit. Any portion of the payment attributable to the exclusive 
sponsorship arrangement, therefore, may be a qualified sponsorship 
payment. However, if in return for a payment, the exempt organization 
agrees that products or services that compete with the payor's products 
or services will not be sold or provided in connection with one or more 
activities of the exempt organization, the payor has received a 
substantial return benefit and the portion of the payment attributable 
to the exclusive provider arrangement is not a qualified sponsorship 
payment. Consistent with the allocation rule described above, when a 
payor receives both exclusive sponsorship and exclusive provider rights 
in exchange for making a payment, the fair market value of the 
exclusive provider arrangement and any other substantial return benefit 
is determined first (i.e., without regard to the existence of the 
exclusive sponsorship arrangement).
    The 2000 proposed regulations clarify that qualified sponsorship 
payments in the form of money or property (but not services) are 
treated as contributions received by the exempt organization for 
purposes of determining public support to the organization under 
section 170(b)(1)(A)(vi) or section 509(a)(2). The exclusion of 
contributed services for purposes of determining public support is 
consistent with the general rule regarding donated services. See 
Secs. 1.509(a)-3(f), 1.170A-9(e)(7)(i) and 1.170A-1(g).
    A public hearing was held on June 21, 2000. After consideration of 
all the comments, the proposed regulations under section 513(i) are 
revised as follows. The major areas of the comments and revisions are 
discussed below.

Explanation of Provisions and Discussion of Comments

    Like the 2000 proposed regulations, the final regulations define 
the phrase substantial return benefit to mean any benefit other than 
(1) a use or acknowledgment of the payor's name or logo in connection 
with the exempt organization's activities, or (2) certain goods or 
services that have an insubstantial value. If a payor receives a 
substantial return benefit in exchange for a payment, the section 
513(i) safe harbor does not apply to the payment (or portion thereof) 
attributable to the substantial return benefit. In that case, whether 
the payment (or portion thereof) is subject to UBIT must be determined 
under existing principles and rules. Thus, the payment may not be 
subject to UBIT because the exempt organization's activity is not an 
unrelated trade or business within the meaning of section 513(a) (for 
example, because substantially all of the work in carrying on the trade 
or business is performed by volunteers) or is not regularly carried on 
within the meaning of section 512(a)(1), or because one of the section 
512(b) modifications applies. See also Rev. Rul. 77-367 (1977-2 C.B. 
193) (inurement) and Rev. Rul. 66-358 (1966-2 C.B. 218) (private 
benefit).
    Many comments were received regarding the disregarded benefits 
standard contained in the 2000 proposed regulations. Commentators 
generally believe that valuing insubstantial benefits places an undue 
administrative burden on exempt organizations. Commentators also 
believe that the disregarded benefits standard in the proposed 
regulation is too low and significantly diminishes an exempt 
organization's ability to appropriately thank its sponsors. While the 
$79 ceiling (as adjusted for 2002) is an appropriate amount for exempt 
organizations to thank individual donors, the Treasury Department and 
IRS agree with the commentators that the $79 ceiling is too low with 
respect to corporations or persons engaged in a trade or business. In 
response to these concerns, the final regulations eliminate the $79 
ceiling placed on the fair market value of benefits that may be 
disregarded for purposes of section 513(i).
    Several commentators suggest that in addition to eliminating the 
$79 ceiling, the final regulations should increase the level of 
disregarded benefits to 10% or 15% of the amount of the payment. The 
Treasury Department and IRS believe 2% is an appropriate level for 
several reasons. The 2% threshold is used in other areas of the Code 
and regulations to describe insubstantial amounts. The 2000 proposed 
regulations allow the full amount of qualified sponsorship payments 
(except for payments in the form of services) to be treated as 
contributions for purposes of the public support test under sections 
170(b)(1)(A)(vi) and 509(a)(2), without reduction for the amount of 
disregarded benefits. The 2% ceiling keeps the level of disregarded 
benefits low enough so that the entire amount of a qualified 
sponsorship payment may be treated as a contribution for public support 
purposes. Accordingly, the final regulations disregard benefits having 
a fair market value of not more than 2% of the payment.
    Many commentators to the 2000 proposed regulations object to a 
requirement that exempt organizations must value benefits provided to 
payors where the payment does not affect the organization's tax 
liability, e.g., where the payment attributable to the benefit 
constitutes income from a trade or business that is substantially 
related to the organization's exempt purposes. The Treasury Department 
and IRS note that organizations described in section 170(c) (other than 
section 170(c)(1)) are required to account for benefits provided to 
donors under section 6115. See Publication 1771, ``Charitable 
Contributions---Substantiation and Disclosure Requirements.'' Pursuant 
to section 6115, a section 170(c) organization that receives a quid pro

[[Page 20435]]

quo contribution in excess of $75 is required to inform the donor that 
the amount of the contribution that is deductible for federal income 
tax purposes is limited to the amount by which the payment exceeds the 
value of goods or services (except as provided in Sec. 1.170A-
13(f)(8)(i)) furnished by the charity, and is required to provide a 
good faith estimate of the value of those goods or services. Therefore, 
for exempt organizations eligible to receive tax deductible 
contributions, there is no additional tax administrative burden imposed 
by the disregarded benefits provision of either the 2000 proposed 
regulations or the final regulations.
    The final regulations provide that in determining whether the 2% 
threshold has been exceeded in any year, all return benefits (other 
than use or acknowledgment) must be considered. For example, if in 
exchange for a payment the exempt organization provides both a license 
and advertising the combined fair market value of which does not exceed 
2% of the total payment, the entire payment (even the portion 
attributable to the advertising) may be treated as a qualified 
sponsorship payment, and the entire amount (except any payment in the 
form of services) constitutes public support under section 509. 
Alternatively, if the combined fair market value exceeds 2% of the 
total payment, the value of both the license and advertising is not 
disregarded and constitutes a substantial return benefit. In that case, 
the portions of the payment attributable to the license and advertising 
each must be analyzed separately under sections 512, 513, and 514. Only 
the portion of the payment, if any, that exceeds the fair market value 
of the substantial return benefit constitutes a qualified sponsorship 
payment.
    Consistent with the 2000 proposed regulations, the final 
regulations provide that the right to be the only sponsor of an 
activity, or the only sponsor representing a particular trade, business 
or industry is generally not a substantial return benefit. The portion 
of any payment attributable to the exclusive sponsorship arrangement, 
therefore, may be a qualified sponsorship payment. However, if in 
return for a payment, the exempt organization agrees that products or 
services that compete with the payor's products or services will not be 
sold or provided in connection with one or more activities of the 
exempt organization, the payor has received a substantial return 
benefit and the portion of the payment attributable to the exclusive 
provider arrangement is not a qualified sponsorship payment.
    Some commentators express concern that the definition of exclusive 
provider arrangements contained in the 2000 proposed regulations may 
include vendor contracts negotiated as part of a competitive bidding 
process required by state law. Both the 2000 proposed regulations and 
the final regulations provide that unless the exempt organization 
agrees to limit distribution of competing products in connection with 
the payment, the exempt organization has not entered into an exclusive 
provider arrangement. For example, when the nature of the goods or 
services to be provided necessitates the use of only one provider 
because of limited space or because the competitive bidding process 
requires only the lowest bid be accepted, the exempt organization has 
not entered into an exclusive provider arrangement unless it agrees to 
limit distribution of competing products.
    In particular, these commentators express concern about the tax-
treatment of discounts and rebates negotiated with vendors as part of 
the competitive bidding process. Generally, discounts (and rebates) are 
considered an adjustment to the purchase price and do not constitute 
gross income to the purchaser. See Rev. Rul. 84-41 (1984-1 C.B. 130); 
Rev. Rul. 76-96 (1976-1 C.B. 23). For example, when a university 
negotiates discounted rates for the soft drinks it purchases for its 
cafeterias, snack bars, and concessions, the amount of the discount is 
not includible in UBTI.
    Many commentators suggest that the exclusive provider provisions in 
the 2000 proposed regulations create an implication that exclusive 
provider arrangements are automatically subject to UBIT because they 
fall outside the scope of section 513(i). This assumption is incorrect; 
although the income from some exclusive provider arrangements may be 
includible in UBTI, not all contracts will meet the criteria for 
inclusion in UBTI pursuant to sections 511, 512, and 513. For example, 
a university that enters into a multi-year contract with a soft drink 
company to be the exclusive provider of soft drinks on campus in return 
for an annual payment is not necessarily subject to UBIT on that 
payment. If the company agrees to provide, stock and maintain on-campus 
vending machines as needed, leaving little or no obligation on the 
university's part to perform any services or conduct activities in 
connection with the enterprise, then based on this contract alone the 
university may not have the requisite level of activity to constitute a 
trade or business under section 513(a). This example assumes no agency 
relationship exists between the company and the university. In 
determining the level of activity, however, any promotional or 
marketing efforts by the university pursuant to the contract should be 
considered. If the contract grants the company a license to market its 
products using the university's name and logo, the portion of the total 
payment attributable to the value of the license may be excludable as a 
royalty under section 512(b)(2). In some cases, payments in connection 
with the grant of an exclusive concession, such as for the operation of 
a campus bookstore or cafeteria, may be treated as rental income under 
section 512(b)(3).
    When an exempt organization agrees to perform substantial services 
in connection with the exclusive provider arrangement, income received 
by the organization may be includible in UBTI. For example, assume that 
a university enters into a multi-year contract with a sports drink 
company under which the company will be the exclusive provider of 
sports drinks for the university's athletic department and concessions. 
As part of the contract, if the university agrees to perform various 
services for the company, such as guaranteeing that coaches make 
promotional appearances on behalf of the company (e.g., attending photo 
shoots, filmed commercials, and retail store appearances), assisting 
the company in developing marketing plans, and participating in joint 
promotional opportunities, then the university's activities are likely 
to constitute a regularly carried on trade or business. These 
activities are unlikely to be substantially related to the university's 
exempt purposes. Furthermore, the income received by the university for 
those services is not excludable as a royalty under section 512(b)(2). 
See Rev. Rul. 81-178 (1981-2 C.B. 135), situation 2.
    The 2000 proposed regulations solicited comments on the application 
of the rules governing periodicals and trade shows to an exempt 
organization's Internet sites, and whether providing a link to a 
sponsor's Internet site is advertising within the meaning of section 
513(i). The comments received generally suggest that a link to a 
corporate sponsor's Internet site as part of a sponsorship arrangement 
is not a message, but a convenient feature of the Internet that can 
only be activated by the viewer, and thus constitutes a permissible 
form of acknowledgment. With regard to periodicals, most commentators 
expressed the view that

[[Page 20436]]

the term ``periodical'', for purposes of the section 513(i) exclusion, 
includes material published electronically. Some commentators suggest 
that an exempt organization's Internet site should not be treated as a 
periodical simply because it has text that changes from time to time. 
Other commentators suggest criteria for analyzing whether an Internet 
site is a periodical.
    Only a few comments were received on the application of the trade 
show exclusion in section 513(i) to an exempt organization's Internet 
site. These comments generally suggest that trade shows conducted over 
the Internet be treated the same as trade shows conducted in person. 
That is, payments made in connection with Internet-based trade shows 
would not be exempt from UBIT as qualified sponsorship payments, but 
would be exempt from UBIT as income generated by qualified convention 
and trade show activity.
    Many options for addressing the Internet in the final regulations 
were considered. The final regulations take the approach that, where 
possible, answers are provided. However, the Treasury Department and 
IRS note that the analysis of particular Internet issues, such as the 
use of hyperlinks, may be different for purposes of section 513(i) than 
other sections of the Code. The Treasury Department and IRS also 
conclude that some Internet issues addressed in comments are beyond the 
scope of section 513(i).
    For purposes of section 513(i), the issue of whether a hyperlink 
constitutes an acknowledgment or advertising is addressed in the final 
regulations with two new examples. In the first new example, the exempt 
organization posts a list of its sponsors on its Web site, including 
the sponsor's Internet address, which appears as a hyperlink from the 
exempt organization's Web site to the sponsor's Web site. The example 
concludes that posting the sponsor's Web site address constitutes an 
acknowledgment, even though it appears as a hyperlink. In the second 
new example, a charity maintains a Web site that contains a hyperlink 
to a sponsor's Web site where an endorsement by the charity for the 
sponsor's product appears. The charity approved the endorsement before 
it was posted on the sponsor's Web site. The example concludes that the 
endorsement is advertising. These two examples address hyperlinks for 
purposes of section 513(i) only, and do not suggest how hyperlinks are 
treated under other sections of the Code.
    With respect to periodicals, section 513(i) mentions periodicals 
only in the sense that the safe harbor does not apply to any payment 
which entitles the payor to the use or acknowledgment of the name or 
logo (or product lines) of the payor's trade or business in exempt 
organization periodicals. Such payments are analyzed instead under the 
existing UBIT rules. Section Sec. 1.512(a)-1(f) provides special rules 
for determining the amount of UBTI attributable to the sale of 
advertising in exempt organization periodicals. After considering the 
comments, the Treasury Department and IRS conclude that the regulations 
under section 512 are the more appropriate place for an analysis of 
issues relating to electronic periodicals. Nevertheless, the Treasury 
Department and IRS clarify that periodicals may include some forms of 
electronic publication. The final regulations state that the term 
periodical means regularly scheduled and printed material published by 
or on behalf of the exempt organization that is not related to and 
primarily distributed in connection with a specific event conducted by 
the exempt organization, and for this purpose, printed material 
includes material that is published electronically.
    As noted above, relatively few comments were received on the trade 
show exclusion. Because of the small sampling of comments received, and 
because trade show rules impact many different industries and typically 
involve large sums of money, the final regulations do not change the 
rules on what constitutes a qualified convention and trade show 
activity. Existing guidance on trade shows is found in section 513(d) 
and Sec. 1.513-3, and any reference to trade shows in the final 
regulations under section 513(i) is intended to be consistent with 
these rules.
    Many commentators wrote regarding the valuation of substantial 
return benefits, and suggest that the 2000 proposed regulations do not 
offer enough guidance on how to make a reasonable and good faith 
valuation of a substantial return benefit. Commentators also assert 
that the valuation provisions do not further administrative convenience 
and simplicity. The fair market value of any substantial return benefit 
provided as part of a sponsorship arrangement is the price at which the 
benefit would be provided between a willing recipient and a willing 
provider of the benefit, neither being under any compulsion to enter 
into the arrangement and both having reasonable knowledge of relevant 
facts, and without regard to any other aspect of the sponsorship 
arrangement. While the Treasury Department and IRS appreciate the 
difficulty an exempt organization has in valuing substantial return 
benefits, the final regulations retain the valuation standard contained 
in the 2000 proposed regulations. Several commentators suggest 
incorporating safe harbors into the final regulations to determine the 
value of a substantial return benefit. For example, one commentator 
suggests that a safe harbor be added to provide that an exempt 
organization's valuation would not be challenged if it were determined 
based on the face amount of the tickets, cost of the dinner, or any 
reasonably comparable measure. Another commentator suggests that the 
fair market value be based on data provided by the payor, or as agreed 
by the parties. Another commentator favors predicting values of yearly 
benefits based on actual benefits provided over a three-year period. 
After considering these comments, the Treasury Department and IRS 
conclude that the safe harbors suggested by the commentators either are 
inconsistent with the general rule, do not provide any additional 
guidance, or are prone to abuse. For this reason, no safe harbors were 
added to the final regulations with respect to valuation.
    Clarification is provided, however, with respect to the valuation 
date. The 2000 proposed regulations provide that in allocating a 
sponsorship payment, the fair market value of the substantial return 
benefit is to be determined on the date the parties enter into the 
sponsorship arrangement. The final regulations take the same approach 
for binding, written sponsorship contracts. This rule, which is 
illustrated by two new examples, provides exempt organizations the 
advantage of only having to value substantial return benefits once, 
even if the value of the substantial return benefit increases over the 
term of the contract. If the parties make a material change to a 
sponsorship contract, it is treated as a new contract as of the date 
the material change is effective. A material change is defined as an 
extension or renewal of the contract, or a more than incidental change 
to any amount payable (or other consideration) under the contract. If 
there is no binding, written contract, the fair market value of the 
substantial return benefit is determined when the benefit is provided. 
The reason for distinguishing between written and oral agreements in 
the final regulations is to allow smaller exempt organizations to 
arrange sponsorship informally on a year-to-year basis and value those 
benefits each year as they occur.
    Few comments were received on the Sec. 1.512(a)-1(e) example 
relating to expense allocation. Of the comments

[[Page 20437]]

received, most state that the 1993 proposed regulations did not 
interpret the exploitation exception too broadly, and request that the 
prior examples be reinstated. The commentators also suggest that the 
new example is factually unrealistic. Despite these comments, the final 
regulations do not change the Sec. 1.512(a)-1(e) example. The comments 
received generally do not contain substantive suggestions for change, 
and the Treasury Department and IRS believe that the current example in 
the final regulations correctly amplifies the technical provisions of 
the regulation, which is very limited in scope.

Special Analyses

    It has been determined that this decision is not a significant 
regulatory action as defined in Executive Order 12866. Therefore, a 
regulatory assessment is not required. It also has been determined that 
section 553(b) of the Administrative Procedure Act (5 U.S.C. chapter 5) 
does not apply to these regulations, and because the final rule does 
not impose a collection of information on small entities, the 
Regulatory Flexibility Act (5 U.S.C. chapter 6) does not apply. 
Therefore, a Regulatory Flexibility Analysis is not required. Pursuant 
to section 7805(f) of the Code, these regulations were previously 
submitted to the Chief Counsel for Advocacy of the Small Business 
Administration for comment on their impact on small business.

Drafting Information

    The principal author of these regulations is Stephanie Lucas Caden, 
Office of Division Counsel/Associate Chief Counsel (Tax Exempt/
Government Entities), Internal Revenue Service. However, personnel from 
other offices of the Service and the Treasury Department participated 
in their development.

List of Subjects in 26 CFR Part 1

    Income taxes, Reporting and recordkeeping requirements.

Adoption of Amendments to the Regulations

    Accordingly, 26 CFR part 1 is amended as follows:

PART 1--INCOME TAXES

    Paragraph 1. The authority citation for part 1 continues to read in 
part as follows:

    Authority: 26 U.S.C. 7805 * * *


    Par. 2. In Sec. 1.170A-9, a sentence is added to the end of 
paragraph (e)(6)(i) to read as follows:


Sec. 1.170A-9  Definition of section 170(b)(1)(A) organization.

* * * * *
    (e) * * *
    (6) * * * (i) * * * For purposes of this paragraph (e), the term 
contributions includes qualified sponsorship payments (as defined in 
Sec. 1.513-4) in the form of money or property (but not services).
* * * * *

    Par. 3. Section 1.509(a)-3 is amended by:
    1. Adding a sentence to the end of paragraph (f)(1).
    2. Revising the paragraph heading and introductory text for 
paragraph (f)(3).
    3. Redesignating the current Example in paragraph (f)(3) as Example 
1 and revising the heading.
    4. Adding Example 2 and Example 3 to paragraph (f)(3).
    The revisions and additions read as follows:


Sec. 1.509(a)-3  Broadly, publicly supported organizations.

* * * * *
    (f) * * *
    (1) * * * For purposes of section 509(a)(2), the term contributions 
includes qualified sponsorship payments (as defined in Sec. 1.513-4) in 
the form of money or property (but not services).
* * * * *
    (3) Examples. The provisions of this paragraph (f) may be 
illustrated by the following examples:

    Example 1. * * *
    Example 2. Q, a performing arts center, enters into a contract 
with a large company to be the exclusive sponsor of the center's 
theatrical events. The company makes a payment of cash and products 
in the amount of $100,000 to Q, and in return, Q agrees to make a 
broadcast announcement thanking the company before each show and to 
provide $2,000 of advertising in the show's program (2% of $100,000 
is $2,000). The announcement constitutes use or acknowledgment 
pursuant to section 513(i)(2). Because the value of the advertising 
does not exceed 2% of the total payment, the entire $100,000 is a 
qualified sponsorship payment under section 513(i), and $100,000 is 
treated as a contribution for purposes of section 509(a)(2)(A)(i).
    Example 3. R, a charity, enters into a contract with a law firm 
to be the exclusive sponsor of the charity's outreach program. 
Instead of making a cash payment, the law firm agrees to perform 
$100,000 of legal services for the charity. In return, R agrees to 
acknowledge the law firm in all its informational materials. The 
total fair market value of the legal services, or $100,000, is a 
qualified sponsorship payment under section 513(i), but no amount is 
treated as a contribution under section 509(a)(2)(A)(i) because the 
contribution is of services.
* * * * *

    Par. 4. Section 1.512(a)-1 is amended by:
    1. Revising the paragraph heading and introductory text for 
paragraph (e).
    2. Redesignating the current Example in paragraph (e) as Example 1 
and revising the heading.
    3. Adding Example 2 to paragraph (e).
    The revisions and additions read as follows:


Sec. 1.512(a)-1  Definition.

* * * * *
    (e) Examples. This section is illustrated by the following 
examples:

    Example 1. * * *
    Example 2. (i) P, a manufacturer of photographic equipment, 
underwrites a photography exhibition organized by M, an art museum 
described in section 501(c)(3). In return for a payment of $100,000, 
M agrees that the exhibition catalog sold by M in connection with 
the exhibit will advertise P's product. The exhibition catalog will 
also include educational material, such as copies of photographs 
included in the exhibition, interviews with photographers, and an 
essay by the curator of M's department of photography. For purposes 
of this example, assume that none of the $100,000 is a qualified 
sponsorship payment within the meaning of section 513(i) and 
Sec. 1.513-4, that M's advertising activity is regularly carried on, 
and that the entire amount of the payment is unrelated business 
taxable income to M. Expenses directly connected with generating the 
unrelated business taxable income (i.e., direct advertising costs) 
total $25,000. Expenses directly connected with the preparation and 
publication of the exhibition catalog (other than direct advertising 
costs) total $110,000. M receives $60,000 of gross revenue from 
sales of the exhibition catalog. Expenses directly connected with 
the conduct of the exhibition total $500,000.
    (ii) The computation of unrelated business taxable income is as 
follows:

(A) Unrelated trade or business (sale of
 advertising):
    Income.......................................   $100,000   .........
    Directly-connected expenses..................    (25,000)  .........
                                                  ----------------------
      Subtotal...................................     75,000    $75,000
                                                  ======================
(B) Exempt function (publication of exhibition
 catalog):
    Income (from catalog sales)..................     60,000   .........
    Directly-connected expenses..................   (110,000)  .........
                                                  ----------------------
      Net exempt function income (loss)..........    (50,000)   (50,000)
                                                  ======================
      Unrelated business taxable income..........  ..........    25,000
 

    (iii) Expenses related to publication of the exhibition catalog 
exceed revenues by $50,000. Because the unrelated business activity 
(the sale of advertising) exploits an exempt activity (the 
publication of the exhibition catalog), and because the

[[Page 20438]]

publication of editorial material is an activity normally conducted 
by taxable entities that sell advertising, the net loss from the 
exempt publication activity is allowed as a deduction from unrelated 
business income under paragraph (d)(2) of this section. In contrast, 
the presentation of an exhibition is not an activity normally 
conducted by taxable entities engaged in advertising and publication 
activity for purposes of paragraph (d)(2) of this section. 
Consequently, the $500,000 cost of presenting the exhibition is not 
directly connected with the conduct of the unrelated advertising 
activity and does not have a proximate and primary relationship to 
that activity. Accordingly, M has unrelated business taxable income 
of $25,000.
* * * * *

    Par. 5. Section 1.513-4 is added to read as follows:


Sec. 1.513-4  Certain sponsorship not unrelated trade or business.

    (a) In general. Under section 513(i), the receipt of qualified 
sponsorship payments by an exempt organization which is subject to the 
tax imposed by section 511 does not constitute receipt of income from 
an unrelated trade or business.
    (b) Exception. The provisions of this section do not apply with 
respect to payments made in connection with qualified convention and 
trade show activities. For rules governing qualified convention and 
trade show activity, see Sec. 1.513-3. The provisions of this section 
also do not apply to income derived from the sale of advertising or 
acknowledgments in exempt organization periodicals. For this purpose, 
the term periodical means regularly scheduled and printed material 
published by or on behalf of the exempt organization that is not 
related to and primarily distributed in connection with a specific 
event conducted by the exempt organization. For this purpose, printed 
material includes material that is published electronically. For rules 
governing the sale of advertising in exempt organization periodicals, 
see Sec. 1.512(a)-1(f).
    (c) Qualified sponsorship payment--(1) Definition. The term 
qualified sponsorship payment means any payment by any person engaged 
in a trade or business with respect to which there is no arrangement or 
expectation that the person will receive any substantial return 
benefit. In determining whether a payment is a qualified sponsorship 
payment, it is irrelevant whether the sponsored activity is related or 
unrelated to the recipient organization's exempt purpose. It is also 
irrelevant whether the sponsored activity is temporary or permanent. 
For purposes of this section, payment means the payment of money, 
transfer of property, or performance of services.
    (2) Substantial return benefit--(i) In general. For purposes of 
this section, a substantial return benefit means any benefit other than 
a use or acknowledgment described in paragraph (c)(2)(iv) of this 
section, or disregarded benefits described in paragraph (c)(2)(ii) of 
this section.
    (ii) Certain benefits disregarded. For purposes of paragraph 
(c)(2)(i) of this section, benefits are disregarded if the aggregate 
fair market value of all the benefits provided to the payor or persons 
designated by the payor in connection with the payment during the 
organization's taxable year is not more than 2% of the amount of the 
payment. If the aggregate fair market value of the benefits exceeds 2% 
of the amount of the payment, then (except as provided in paragraph 
(c)(2)(iv) of this section) the entire fair market value of such 
benefits, not merely the excess amount, is a substantial return 
benefit. Fair market value is determined as provided in paragraph 
(d)(1) of this section.
    (iii) Benefits defined. For purposes of this section, benefits 
provided to the payor or persons designated by the payor may include:
    (A) Advertising as defined in paragraph (c)(2)(v) of this section.
    (B) Exclusive provider arrangements as defined in paragraph 
(c)(2)(vi)(B) of this section.
    (C) Goods, facilities, services or other privileges.
    (D) Exclusive or nonexclusive rights to use an intangible asset 
(e.g., trademark, patent, logo, or designation) of the exempt 
organization.
    (iv) Use or acknowledgment. For purposes of this section, a 
substantial return benefit does not include the use or acknowledgment 
of the name or logo (or product lines) of the payor's trade or business 
in connection with the activities of the exempt organization. Use or 
acknowledgment does not include advertising as described in paragraph 
(c)(2)(v) of this section, but may include the following: exclusive 
sponsorship arrangements; logos and slogans that do not contain 
qualitative or comparative descriptions of the payor's products, 
services, facilities or company; a list of the payor's locations, 
telephone numbers, or Internet address; value-neutral descriptions, 
including displays or visual depictions, of the payor's product-line or 
services; and the payor's brand or trade names and product or service 
listings. Logos or slogans that are an established part of a payor's 
identity are not considered to contain qualitative or comparative 
descriptions. Mere display or distribution, whether for free or 
remuneration, of a payor's product by the payor or the exempt 
organization to the general public at the sponsored activity is not 
considered an inducement to purchase, sell or use the payor's product 
for purposes of this section and, thus, will not affect the 
determination of whether a payment is a qualified sponsorship payment.
    (v) Advertising. For purposes of this section, the term advertising 
means any message or other programming material which is broadcast or 
otherwise transmitted, published, displayed or distributed, and which 
promotes or markets any trade or business, or any service, facility or 
product. Advertising includes messages containing qualitative or 
comparative language, price information or other indications of savings 
or value, an endorsement, or an inducement to purchase, sell, or use 
any company, service, facility or product. A single message that 
contains both advertising and an acknowledgment is advertising. This 
section does not apply to activities conducted by a payor on its own. 
For example, if a payor purchases broadcast time from a television 
station to advertise its product during commercial breaks in a 
sponsored program, the exempt organization's activities are not thereby 
converted to advertising.
    (vi) Exclusivity arrangements--(A) Exclusive sponsor. An 
arrangement that acknowledges the payor as the exclusive sponsor of an 
exempt organization's activity, or the exclusive sponsor representing a 
particular trade, business or industry, generally does not, by itself, 
result in a substantial return benefit. For example, if in exchange for 
a payment, an organization announces that its event is sponsored 
exclusively by the payor (and does not provide any advertising or other 
substantial return benefit to the payor), the payor has not received a 
substantial return benefit.
    (B) Exclusive provider. An arrangement that limits the sale, 
distribution, availability, or use of competing products, services, or 
facilities in connection with an exempt organization's activity 
generally results in a substantial return benefit. For example, if in 
exchange for a payment, the exempt organization agrees to allow only 
the payor's products to be sold in connection with an activity, the 
payor has received a substantial return benefit.
    (d) Allocation of payment--(1) In general. If there is an 
arrangement or expectation that the payor will receive a substantial 
return benefit with respect to any payment, then only the portion,

[[Page 20439]]

if any, of the payment that exceeds the fair market value of the 
substantial return benefit is a qualified sponsorship payment. However, 
if the exempt organization does not establish that the payment exceeds 
the fair market value of any substantial return benefit, then no 
portion of the payment constitutes a qualified sponsorship payment.
    (i) Treatment of payments other than qualified sponsorship 
payments. The unrelated business income tax (UBIT) treatment of any 
payment (or portion thereof) that is not a qualified sponsorship 
payment is determined by application of sections 512, 513 and 514. For 
example, payments related to an exempt organization's providing 
facilities, services, or other privileges to the payor or persons 
designated by the payor, advertising, exclusive provider arrangements 
described in paragraph (c)(2)(vi)(B) of this section, a license to use 
intangible assets of the exempt organization, or other substantial 
return benefits, are evaluated separately in determining whether the 
exempt organization realizes unrelated business taxable income.
    (ii) Fair market value. The fair market value of any substantial 
return benefit provided as part of a sponsorship arrangement is the 
price at which the benefit would be provided between a willing 
recipient and a willing provider of the benefit, neither being under 
any compulsion to enter into the arrangement and both having reasonable 
knowledge of relevant facts, and without regard to any other aspect of 
the sponsorship arrangement.
    (iii) Valuation date. In general, the fair market value of the 
substantial return benefit is determined when the benefit is provided. 
However, if the parties enter into a binding, written sponsorship 
contract, the fair market value of any substantial return benefit 
provided pursuant to that contract is determined on the date the 
parties enter into the sponsorship contract. If the parties make a 
material change to a sponsorship contract, it is treated as a new 
sponsorship contract as of the date the material change is effective. A 
material change includes an extension or renewal of the contract, or a 
more than incidental change to any amount payable (or other 
consideration) pursuant to the contract.
    (iv) Examples. The following examples illustrate the provisions of 
this section:

    Example 1. On June 30, 2001, a national corporation and Z, a 
charitable organization, enter into a five-year binding, written 
contract effective for years 2002 through 2007. The contract 
provides that the corporation will make an annual payment of $5,000 
to Z, and in return the corporation will receive no benefit other 
than advertising. On June 30, 2001, the fair market value of the 
advertising to be provided to the corporation in each year of the 
agreement is $75, which is less than the disregarded benefit amount 
provided for in paragraph (c)(2)(ii) of this section (2% of $5,000 
is $100). In 2002, pursuant to the sponsorship contract, the 
corporation makes a payment to Z of $5,000, and receives the 
specified benefit (advertising). As of January 1, 2002, the fair 
market value of the advertising to be provided by Z each year has 
increased to $110. However, for purposes of this section, the fair 
market value of the advertising benefit is determined on June 30, 
2001, the date the parties entered into the sponsorship contract. 
Therefore, the entire $5,000 payment received in 2002 is a qualified 
sponsorship payment.
    Example 2. The facts are the same as Example 1, except that the 
contract provides for an initial payment by the corporation to Z of 
$5,000 in 2002, followed by annual payments of $1,000 during each of 
years 2003-2007. In 2003, pursuant to the sponsorship contract, the 
corporation makes a payment to Z of $1,000, and receives the 
specified advertising benefit. In 2003, the fair market value of the 
benefit provided ($75, as determined on June 30, 2001) exceeds 2% of 
the total payment received (2% of $1,000 is $20). Therefore, only 
$925 of the $1,000 payment received in 2003 is a qualified 
sponsorship payment.

    (2) Anti-abuse provision. To the extent necessary to prevent 
avoidance of the rule stated in paragraphs (d)(1) and (c)(2) of this 
section, where the exempt organization fails to make a reasonable and 
good faith valuation of any substantial return benefit, the 
Commissioner (or the Commissioner's delegate) may determine the portion 
of a payment allocable to such substantial return benefit and may treat 
two or more related payments as a single payment.
    (e) Special rules--(1) Written agreements. The existence of a 
written sponsorship agreement does not, in itself, cause a payment to 
fail to be a qualified sponsorship payment. The terms of the agreement, 
not its existence or degree of detail, are relevant to the 
determination of whether a payment is a qualified sponsorship payment. 
Similarly, the terms of the agreement and not the title or 
responsibilities of the individuals negotiating the agreement determine 
whether a payment (or any portion thereof) made pursuant to the 
agreement is a qualified sponsorship payment.
    (2) Contingent payments. The term qualified sponsorship payment 
does not include any payment the amount of which is contingent, by 
contract or otherwise, upon the level of attendance at one or more 
events, broadcast ratings, or other factors indicating the degree of 
public exposure to the sponsored activity. The fact that a payment is 
contingent upon sponsored events or activities actually being conducted 
does not, by itself, cause the payment to fail to be a qualified 
sponsorship payment.
    (3) Determining public support. Qualified sponsorship payments in 
the form of money or property (but not services) are treated as 
contributions received by the exempt organization for purposes of 
determining public support to the organization under section 
170(b)(1)(A)(vi) or 509(a)(2). See Secs. 1.509(a)-3(f)(1) and 1.170A-
9(e)(6)(i). The fact that a payment is a qualified sponsorship payment 
that is treated as a contribution to the payee organization does not 
determine whether the payment is deductible by the payor under section 
162 or 170.
    (f) Examples. The provisions of this section are illustrated by the 
following examples. The tax treatment of any payment (or portion of a 
payment) that does not constitute a qualified sponsorship payment is 
governed by general UBIT principles. In these examples, the recipients 
of the payments at issue are section 501(c) organizations. The 
expectations or arrangements of the parties are those specifically 
indicated in the example. The examples are as follows:

    Example 1. M, a local charity, organizes a marathon and 
walkathon at which it serves to participants drinks and other 
refreshments provided free of charge by a national corporation. The 
corporation also gives M prizes to be awarded to winners of the 
event. M recognizes the assistance of the corporation by listing the 
corporation's name in promotional fliers, in newspaper 
advertisements of the event and on T-shirts worn by participants. M 
changes the name of its event to include the name of the 
corporation. M's activities constitute acknowledgment of the 
sponsorship. The drinks, refreshments and prizes provided by the 
corporation are a qualified sponsorship payment, which is not income 
from an unrelated trade or business.
    Example 2. N, an art museum, organizes an exhibition and 
receives a large payment from a corporation to help fund the 
exhibition. N recognizes the corporation's support by using the 
corporate name and established logo in materials publicizing the 
exhibition, which include banners, posters, brochures and public 
service announcements. N also hosts a dinner for the corporation's 
executives. The fair market value of the dinner exceeds 2% of the 
total payment. N's use of the corporate name and logo in connection 
with the exhibition constitutes acknowledgment of the sponsorship. 
However, because the fair market value of the dinner exceeds 2% of 
the total payment, the dinner is a substantial return benefit. Only 
that portion of the payment, if any, that N can demonstrate exceeds 
the fair market value of the dinner is a qualified sponsorship 
payment.
    Example 3. O coordinates sports tournaments for local charities. 
An auto

[[Page 20440]]

manufacturer agrees to underwrite the expenses of the tournaments. O 
recognizes the auto manufacturer by including the manufacturer's 
name and established logo in the title of each tournament as well as 
on signs, scoreboards and other printed material. The auto 
manufacturer receives complimentary admission passes and pro-am 
playing spots for each tournament that have a combined fair market 
value in excess of 2% of the total payment. Additionally, O displays 
the latest models of the manufacturer's premier luxury cars at each 
tournament. O's use of the manufacturer's name and logo and display 
of cars in the tournament area constitute acknowledgment of the 
sponsorship. However, the admission passes and pro-am playing spots 
are a substantial return benefit. Only that portion of the payment, 
if any, that O can demonstrate exceeds the fair market value of the 
admission passes and pro-am playing spots is a qualified sponsorship 
payment.
    Example 4. P conducts an annual college football bowl game. P 
sells to commercial broadcasters the right to broadcast the bowl 
game on television and radio. A major corporation agrees to be the 
exclusive sponsor of the bowl game. The detailed contract between P 
and the corporation provides that in exchange for a $1,000,000 
payment, the name of the bowl game will include the name of the 
corporation. In addition, the contract provides that the 
corporation's name and established logo will appear on player's 
helmets and uniforms, on the scoreboard and stadium signs, on the 
playing field, on cups used to serve drinks at the game, and on all 
related printed material distributed in connection with the game. P 
also agrees to give the corporation a block of game passes for its 
employees and to provide advertising in the bowl game program book. 
The fair market value of the passes is $6,000, and the fair market 
value of the program advertising is $10,000. The agreement is 
contingent upon the game being broadcast on television and radio, 
but the amount of the payment is not contingent upon the number of 
people attending the game or the television ratings. The contract 
provides that television cameras will focus on the corporation's 
name and logo on the field at certain intervals during the game. P's 
use of the corporation's name and logo in connection with the bowl 
game constitutes acknowledgment of the sponsorship. The exclusive 
sponsorship arrangement is not a substantial return benefit. Because 
the fair market value of the game passes and program advertising 
($16,000) does not exceed 2% of the total payment (2% of $1,000,000 
is $20,000), these benefits are disregarded and the entire payment 
is a qualified sponsorship payment, which is not income from an 
unrelated trade or business.
    Example 5. Q organizes an amateur sports team. A major pizza 
chain gives uniforms to players on Q's team, and also pays some of 
the team's operational expenses. The uniforms bear the name and 
established logo of the pizza chain. During the final tournament 
series, Q distributes free of charge souvenir flags bearing Q's name 
to employees of the pizza chain who come out to support the team. 
The flags are valued at less than 2% of the combined fair market 
value of the uniforms and operational expenses paid. Q's use of the 
name and logo of the pizza chain in connection with the tournament 
constitutes acknowledgment of the sponsorship. Because the fair 
market value of the flags does not exceed 2% of the total payment, 
the entire amount of the funding and supplied uniforms are a 
qualified sponsorship payment, which is not income from an unrelated 
trade or business.
    Example 6. R is a liberal arts college. A soft drink 
manufacturer enters into a binding, written contract with R that 
provides for a large payment to be made to the college's English 
department in exchange for R agreeing to name a writing competition 
after the soft drink manufacturer. The contract also provides that R 
will allow the soft drink manufacturer to be the exclusive provider 
of all soft drink sales on campus. The fair market value of the 
exclusive provider component of the contract exceeds 2% of the total 
payment. R's use of the manufacturer's name in the writing 
competition constitutes acknowledgment of the sponsorship. However, 
the exclusive provider arrangement is a substantial return benefit. 
Only that portion of the payment, if any, that R can demonstrate 
exceeds the fair market value of the exclusive provider arrangement 
is a qualified sponsorship payment.
    Example 7. S is a noncommercial broadcast station that airs a 
program funded by a local music store. In exchange for the funding, 
S broadcasts the following message: ``This program has been brought 
to you by the Music Shop, located at 123 Main Street. For your music 
needs, give them a call today at 555-1234. This station is proud to 
have the Music Shop as a sponsor.'' Because this single broadcast 
message contains both advertising and an acknowledgment, the entire 
message is advertising. The fair market value of the advertising 
exceeds 2% of the total payment. Thus, the advertising is a 
substantial return benefit. Unless S establishes that the amount of 
the payment exceeds the fair market value of the advertising, none 
of the payment is a qualified sponsorship payment.
    Example 8. T, a symphony orchestra, performs a series of 
concerts. A program guide that contains notes on guest conductors 
and other information concerning the evening's program is 
distributed by T at each concert. The Music Shop makes a $1,000 
payment to T in support of the concert series. As a supporter of the 
event, the Music Shop receives complimentary concert tickets with a 
fair market value of $85, and is recognized in the program guide and 
on a poster in the lobby of the concert hall. The lobby poster 
states that, ``The T concert is sponsored by the Music Shop, located 
at 123 Main Street, telephone number 555-1234.'' The program guide 
contains the same information and also states, ``Visit the Music 
Shop today for the finest selection of music CDs and cassette 
tapes.'' The fair market value of the advertisement in the program 
guide is $15. T's use of the Music Shop's name, address and 
telephone number in the lobby poster constitutes acknowledgment of 
the sponsorship. However, the combined fair market value of the 
advertisement in the program guide and complimentary tickets is $100 
($15 + $85), which exceeds 2% of the total payment (2% of $1,000 is 
$20). The fair market value of the advertising and complimentary 
tickets, therefore, constitutes a substantial return benefit and 
only that portion of the payment, or $900, that exceeds the fair 
market value of the substantial return benefit is a qualified 
sponsorship payment.
    Example 9. U, a national charity dedicated to promoting health, 
organizes a campaign to inform the public about potential cures to 
fight a serious disease. As part of the campaign, U sends 
representatives to community health fairs around the country to 
answer questions about the disease and inform the public about 
recent developments in the search for a cure. A pharmaceutical 
company makes a payment to U to fund U's booth at a health fair. U 
places a sign in the booth displaying the pharmaceutical company's 
name and slogan, ``Better Research, Better Health,'' which is an 
established part of the company's identity. In addition, U grants 
the pharmaceutical company a license to use U's logo in marketing 
its products to health care providers around the country. The fair 
market value of the license exceeds 2% of the total payment received 
from the company. U's display of the pharmaceutical company's name 
and slogan constitutes acknowledgment of the sponsorship. However, 
the license granted to the pharmaceutical company to use U's logo is 
a substantial return benefit. Only that portion of the payment, if 
any, that U can demonstrate exceeds the fair market value of the 
license granted to the pharmaceutical company is a qualified 
sponsorship payment.
    Example 10. V, a trade association, publishes a monthly 
scientific magazine for its members containing information about 
current issues and developments in the field. A textbook publisher 
makes a large payment to V to have its name displayed on the inside 
cover of the magazine each month. Because the monthly magazine is a 
periodical within the meaning of paragraph (b) of this section, the 
section 513(i) safe harbor does not apply. See Sec. 1.512(a)-1(f).
    Example 11. W, a symphony orchestra, maintains a Web site 
containing pertinent information and its performance schedule. The 
Music Shop makes a payment to W to fund a concert series, and W 
posts a list of its sponsors on its Web site, including the Music 
Shop's name and Internet address. W's Web site does not promote the 
Music Shop or advertise its merchandise. The Music Shop's Internet 
address appears as a hyperlink from W's Web site to the Music Shop's 
Web site. W's posting of the Music Shop's name and Internet address 
on its Web site constitutes acknowledgment of the sponsorship. The 
entire payment is a qualified sponsorship payment, which is not 
income from an unrelated trade or business.
    Example 12. X, a health-based charity, sponsors a year-long 
initiative to educate the public about a particular medical 
condition. A large pharmaceutical company manufactures a drug that 
is used in treating the medical condition, and provides funding for 
the initiative that helps X produce educational materials for 
distribution and

[[Page 20441]]

post information on X's Web site. X's Web site contains a hyperlink 
to the pharmaceutical company's Web site. On the pharmaceutical 
company's Web site, the statement appears, ``X endorses the use of 
our drug, and suggests that you ask your doctor for a prescription 
if you have this medical condition.'' X reviewed the endorsement 
before it was posted on the pharmaceutical company's Web site and 
gave permission for the endorsement to appear. The endorsement is 
advertising. The fair market value of the advertising exceeds 2% of 
the total payment received from the pharmaceutical company. 
Therefore, only the portion of the payment, if any, that X can 
demonstrate exceeds the fair market value of the advertising on the 
pharmaceutical company's Web site is a qualified sponsorship 
payment.

    Approved: April 12, 2002.
Robert E. Wenzel,
Deputy Commissioner of Internal Revenue.
Mark Weinberger,
Assistant Secretary of the Treasury.
[FR Doc. 02-9930 Filed 4-24-02; 8:45 am]
BILLING CODE 4830-01-P