HomeMy WebLinkAboutSponsorship - 4.20.pdfMAPLE RIDGE
British Columbia
POLICY MANUAL
Title: Sponsorship
Policy No : 4.20
Supersedes: New
Effective Date: June 13, 2017
Authority: ❑ Legislative 0 Operational
Approval: 0 Council n CMT
Review Date: June 2018
❑ General Manager
Policy Statement
This policy provides a framework for the acceptance of monetary contributions, products and
services and in-kind offerings. Donations in the form of Sponsorship, Cooperative Marketing
Partnership or Naming Rights to the Maple Ridge Parks, Recreation & Culture Department will be
reviewed in accordance with set guidelines, and such sponsorship will be accepted only when it
has been demonstrated that defined Criteria have been met.
This policy is not intended to constrain the City from providing support to non-profit groups that
provide a recreation opportunity that is of benefit to the community.
Purpose
1. To ensure a consistent practice is followed throughout Parks,
and services.
2. To provide the criteria for:
a) the review of solicited and/or unsolicited donations,
b) the evaluation of Sponsorship, Cooperative Marketing Partnership
opportunities, and
c) the approval process.
3. To ensure mutually beneficial terms and a coordinated approach
sponsors/partner.
4. To off -set costs and enhance program and service levels.
EXCLUSIONS: No sponsorship relationship will exist as a result of:
Recreation & Culture facilities
or Naming Rights
for City and
exists.
material, where no reciprocal
the Maple Ridge Arts and
1. Gifts or unsolicited donations where no business relationship
2. The sale of advertising or signage space on facilities and printed
partnership exists, for example, the sale of advertisements in
Recreation Guide.
Page 1 of 3
Policy 4.20
Definitions
Sponsorship: A mutual agreement between the City and an external company, organization,
association or individual whereby the external party (sponsor) contributes money, goods or
services to a Parks, Recreation & Culture facility, program, project or special event for recognition,
acknowledgment or other promotional considerations or benefits.
Cooperative Marketing Partnership: A mutual agreement between the City and an external
company, organization, association or individual whereby a negotiated guaranteed fee, percentage
rate, product or service -in-kind, is exchanged for the exclusive or non-exclusive right to:
a) Distribute their product and services at Parks, Recreation & Culture facilities, events and/or
programs.
b) Market and promote their relationship with the City in facilities, events and/or programs or in
their own marketing materials. Examples include but are not limited to signage,
advertisements and Naming Rights.
Naming Rights: An agreement where an external company, organization, association or individual
purchases the exclusive right to name a municipal asset or venue for a fixed period of time.
Criteria: The sponsorship relationship must:
1. Align with the vision, values, goals and priorities of City.
2. Enhance the delivery or general public awareness of Parks, Recreation & Culture services or
activities.
3. Comply with all Federal and Provincial statutes, Municipal bylaws, policies and procedures.
4. Not conflict with any current contracts or agreements.
5. Not influence or determine the supply of goods or services to the City beyond the terms of the
agreement.
6. Not be perceived as detrimental to the City's public image and/or reputation such as (but not
limited to):
a) Promotion of the sale of tobacco, alcohol, and other addictive substances.
b) Promotion of violence.
c) Promotion or endorsement of a religious organization or doctrine, a political party, elected
representative or candidate from any level of government.
d) Support for or involvement in the production, distribution, and sale of weapons and/or
other life-threatening products.
Page 2 of 3 Policy 4.20
Key Areas of Responsibility
Action to Take
Guidelines:
1. A written sponsorship agreement between the sponsor
proponent and City shall be entered into that outlines the
expectations and responsibilities of each party.
2. The City shall be advised of all agreements.
3. City approval is required for any agreements above $25,000.
4. Sponsor recognition must include the City and Parks,
Recreation & Culture logo and the scale of such recognition
will reflect the scale of each participant's contribution.
5. All agreements entered into must be approved by the General
Manager of Parks, Recreation & Culture or his/her designate.
6. All third party agreements made by partners, associations,
contract service providers, or other groups that use City owned
property must receive written consent by the General Manager
of Parks, Recreation & Culture or his/her designate.
7. Naming Rights for a facility must receive approval from City
Council.
8. Sponsorship proposals that are unique or experimental will be
considered in accordance with the above guidelines however
a fixed time -frame may be applied to ensure a review of the
implementation to ensure alignment with this policy.
Responsibility
Business Operations -
Marketing and
Communications
Page 3 of 3 Policy 4.20