EY Tax Alert. Executive summary. Delhi Tribunal rules on advertisement and promotion expenses involving use of trademarks as not royalty.

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1 4 April 2017 EY Tax Alert Delhi Tribunal rules on advertisement and promotion expenses involving use of trademarks as not royalty Executive summary Tax Alerts cover significant tax news, developments and changes in legislation that affect Indian businesses. They act as technical summaries to keep you on top of the latest tax issues. For more information, please contact your EY advisor. This Tax Alert summarizes a recent ruling of the Delhi Income Tax Appellate Tribunal (Tribunal), in the case of Reebok India Company (Taxpayer) [1]. The Tribunal was concerned with the issue of taxability of payments made by the Taxpayer to the International Cricket Council (ICC) for acquiring advertisement, promotion and other commercial rights in relation to ICC events, under the Indian Tax Laws (ITL). The Tribunal held that payments made for acquiring advertisement and promotion rights, even if it involves incidental use of logos, trademarks/brand names of ICC (ICC marks), will not qualify as royalty under the ITL. However, payments made solely for the use of ICC marks in the manufacture and sale of licensed products qualify as royalty under the ITL. [1] [TS-112-ITAT-2017(DEL)]

2 Background and facts The Taxpayer, an Indian company, was part of a global brand that carried on the business of creating and marketing sports and lifestyle products. The Taxpayer entered into an agreement with ICC [2], the official international governing body for cricket, for granting promotional, advertising, marketing and other commercial rights on a worldwide basis in connection with ICC events. Under the agreement, the Taxpayer was required to make two categories of payments to ICC: The first category of payment was referred to as rights fee. This payment was made for a bundle of 21 rights which, inter-alia, included payment for obtaining the following rights: To display boards and signage on match grounds. To use past videos and footage from matches for internal and promotional/advertising purposes. To use designations such as official partner of ICC, ICC official cricket equipment supplier etc. To promote itself on the ICC website and other related websites as the official sponsor of ICC events. To receive complimentary tickets for ICC events and also to purchase tickets on a preferential basis. To display and sell licensed products at ICC events through the existing concessionaires. To identify backdrops for ICC events and other official press conferences concerning major ICC events, commensurate with the level of the Taxpayer s sponsorship rights. To access specified zones at ICC events for brand promotion. To use ICC marks in connection with the manufacture, distribution, advertising, promotion and sale of the Taxpayer s products. The second category in the agreement included payment of royalty for sale of licensed products manufactured by the Taxpayer using ICC marks. Thus, both the first and second categories included payments for the right to use ICC marks in the manufacture and sale of the Taxpayer s products. The Taxpayer contended that the payment of rights fee under the first category was not in the nature of royalty or fees for technical services (FTS). However, the Tax Authority held it to be royalty and/or FTS and disallowed the entire payment made towards rights fee by the Taxpayer for failure to withhold taxes. The Dispute Resolution Panel reversed the decision of the Tax Authority and held that rights fee was not in the nature of royalty or FTS and, hence, not taxable under the ITL. Aggrieved, the Tax Authority appealed before the Tribunal. Taxability of the payment under the second category as royalty was not under dispute as no payment in the nature of royalty was paid during the relevant tax year. [2] ICC is a tax resident of the British Virgin Islands and India does not have a Double Taxation Avoidance Agreement with the British Virgin Islands.

3 Tribunal s ruling Taxability of rights other than rights in relation to use of ICC marks in the manufacture and sale of the Taxpayer s products While the second category of payment was exclusively for the use of ICC marks in the manufacture and sale of products, the first category of payment, also referred to as rights fee, was for granting rights to a bundle of 21 rights which, inter alia, included the right to use ICC marks in advertisement, promotion, marketing and sale of products. Out of the 21 rights in respect of which the rights fee was paid under the first category of payment, only part of the rights involved use of ICC marks for the purpose of advertisement and promotion. In cases where the advertisement/ promotion rights did not involve the use of designation/icc marks, there would be no question of treating it as royalty and it would qualify as a pure advertisement expense. Furthermore, even the rights, exercise of which involved use of ICC marks, such use being for the limited purpose of advertisement and promotion and used alongside the Taxpayer s trademark/logo etc., and not for sale of licensed products, do not constitute royalty under the ITL. Reliance in this regard was placed on the Delhi High Court decision in the case of Sheraton International Inc., wherein it was held that the use of trademark, trade name etc., in rendering of advertisement, publicity and sales promotion services is neither in the nature of royalty nor FTS. In the absence of any separate consideration for the right to manufacture under the rights fee, and there being no mechanism for apportioning rights fee towards the use of ICC marks for the manufacture and sale of licensed products, no part of the rights fee is attributable to the use of ICC marks for the manufacture and sale of licensed products, consideration of which is exclusively covered under the royalty clause of the agreement. Accordingly, only the payment made by the Taxpayer under the second category, which is not for advertisement and promotion but for the use of ICC marks in the manufacture and sale of products, qualifies as royalty under the ITL. Taxability of rights in relation to use of ICC marks in the manufacture and sale of the Taxpayer s products In general, payments made for use of trademark, patents etc., on goods manufactured and sold qualify as royalty under the ITL. In the present case, there is an overlap in the two categories of payments specified in the agreement ( rights fee and royalty ). The right to use ICC marks in the manufacture and sale of products is covered both by the first category ( rights fee ) as well as the second category of payment ( royalty ).

4 Comments This is a welcome ruling for the Taxpayer. The issue involved taxability of a composite payment, pursuant to an agreement for advertisement and promotion of the Taxpayer, as royalty. The Tribunal s ruling confirms that an agreement, as a whole, needs to be seen to understand the objective and nature of payment. The Tribunal reiterates the view of the Delhi High Court in Sheraton International Inc. (supra), which supports the proposition that payment for acquiring advertisement and promotion rights, although involving incidental use of trademarks and brand names, does not qualify as royalty. However, where the payment is not for advertisement, but predominantly for the use of the trademarks and brand names, it qualifies as royalty under the ITL.

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