Corporate Sponsorship and Naming Policies

Overview

Many jurisdictions seek corporate and community partnerships to sponsor community programs, events, and facilities as part of their business plans for funding. Community and corporate support may range from fund raising activities such as selling pavers, businesses sponsoring an event or sports team, and/or the purchase of naming rights for a public facility for a period of time.

Sponsorships are most frequently used to fund various parks and recreation programs, but some jurisdictionshave also explored naming rights as a potential revenue source.

Examples of Sponsorship Policies

• Des Moines Parks and Recreation Department — Sample agreement for advertising in city parks and recreational facilities
• King County Code Sec. 7.08.080 — Covers advertising, sponsorship, and naming rights for the county’s parks program.
  • Parks Business Transition Plan: Revenue Enhancement Strategies (2002) — Launched in 2003, the Partnership-for-Parks initiative develops public-private partnerships to raise funds for enhanced recreational amenities and services
• Liberty Lake Ordinance No. 168(A) (2019) — Updates 2008 criteria for accepting donations for parks, facilities, and recreation programs.
• Mill Creek Policy 200-06 (2018) — Establishes corporate sponsorship policies and procedures for city programs. Visit their Sponsorships & Partnerships webpage.
• Mason County Resolution No. 19-09 (2009) — Establishes a corporate sponsorship policy for the Parks and Trails Department.
• Port Angeles Parks and Recreation Facility/Program Sponsorship Policy (2009)
• Seattle 060-P 1.5.1 (2011)—Establishes sponsorship policies for the Parks and Recreation Department.
• Spokane Valley Code Ch. 3.34 — Establishes policies for accepting donation and gifts and touches on sponsorships.
• Vancouver-Clark Parks and Recreation (2011) — Policy outlining the commemorative naming of parks and recreation facilities.

Examples of Local Government Marketing Promotions

• Anacortes Bark in the Park Sponsorship Form (2018)
• Auburn Event Sponsorship Packages (2022)
• Bellingham Small and Simple/Community Event Sponsorship Program (2009)
• Brier SeaScare and Porch Light Parade Event Sponsorship Opportunities
• Des Moines Sponsorship Opportunities
• Fife Event & Program Sponsorship Guide (2019)
• Fircrest Community Sponsorship
• Lynnwood Event Sponsorships
• Puyallup Parks and Recreation Sponsorship Opportunities
• Redmond Sponsorship Opportunities (2020)
• Renton Sponsorship Opportunities (2019)
• Sammamish Sponsorship Opportunities
• Seattle Streetcar Sponsorship

Recommended Resources

• Canadian Heritage Partnering Framework: A Corporate Sponsorship Toolbox (2002)