Sponsoring guidelines

Sponsorships are an important part of Yara’s marketing mix, and this document gives a general view of corporate guidelines for all our sponsoring activities at all levels of the organization.

Yara today supports several projects and NGOs, such as Bellona, and it is important that these various activities portray Yara as a corporate citizen and a responsible global industry shaper with the highest ethical standards.

Although our partnerships have a long-term perspective, Yara will regularly evaluate the ongoing activities, and will continuously consider new sponsor opportunities.

The purpose of Yara’s sponsoring efforts is to

• Support the company’s brand at a corporate and national level
• Contribute to Yara being viewed as a responsible partner in the local communities
• Create arenas where Yara’s competence and key messages can be made visible, especially arenas for recruitment of personnel

• Provide Yara with important knowledge from respected third parties

Our main ambition is that the sponsoring activities support Yara’s role as a partner in solving global challenges within the four core areas

• Food
• Environment
• Health
• Energy

Sponsoring activities with special emphasis on food and environment will be prioritized. This includes emphasis on R&D-related projects within these areas.

We do not consider traditional sports and cultural sponsoring to be particularly relevant to us, with the exception of engaging with local communities, since there would be no obvious link between Yara and the sponsored object, hence adding little to our brand building apart from exposure.

Our sponsoring activities will mainly fall into one of the following three categories:

1. At the corporate/international level – such as the African Green Revolution program
2. At the national level – such as our partnership with Bellona (environment) and ISFIT (international student festival)
3. At the local level – such as supporting youth activities (for example culture, sports, education)

In general, activities at the two upper levels will have a wider scope and be more closely related to Yara’s core business, while activities at the third level will not necessarily be business related, but rather reflect our role as a valuable contributor to the local community.

Given the above-mentioned goals and guidelines, these are the main strategic considerations made by Yara regarding sponsoring activities:

• Sponsoring is an important part of the marketing mix .

• As a general rule, sponsoring should be relevant to Yara’s business – at least at the international and national level – and contribute to positioning the company within the core areas of food, environment, health and energy.

• Yara is looking for long-term partnerships, to ensure mutual benefits for both parties, and is considering potential sponsorships on a regular basis

• It is an ambition for Yara to transform sponsorships into partnerships, thereby creating new arenas for transfer of knowledge both ways

• Local initiatives need not be business-related, and will be handled locally (with the possibility of support from corporate communications)