Policy statement

1   (1) The City welcomes and encourages mutually beneficial corporate sponsorship that enriches the lives of our community by enhancing City programs, facilities, projects and services.

(2) The City recognizes that corporate sponsorship provides opportunities to build long-term strategic alliances and support for the City.

Purposes of this policy

2   The purposes of this policy are

(a) to provide guidelines for generating and maximizing sponsorship revenue opportunities, while safeguarding the City’s values, image, assets, and interests, and

(b) to ensure and maintain the integrity of City programs, facilities, projects and services.

Application

3   (1) This policy applies to the following:

(a) corporate sponsorships, including

(i) program sponsorship, which may be bundled or themed,

(ii) event sponsorship, and

(iii) naming or renaming of City property, buildings, and structures;

(b) City employees;

(c) contractors and consultants providing services to the City related to the implementation of this bylaw;

(d) sponsors.

(2) This policy does not apply to the following:

(a) election campaign financing;

(b) bench signs;

(c) city third party advertising signs;

(d) transit shelter signs;

(e) discounts or rebates offered to City employees on personal purchases from businesses that are also offered to the general public or to staff of other organizations on an unconditional basis;

(f) charitable contributions, gifts or donations for which the donor does not receive an advantage or benefit;

(g) independent foundations or registered charitable organizations from which the City may receive contributions, gifts or donations;

(h) funding obtained from other levels of government, including through formal grant programs;

(i) City sponsorship support of special events or other external projects where the City provides funds to outside organizations;

(j) third parties who lease City property or hold permits with the City for activities or events, including community associations.

Interpretation

4   The Interpretation Bylaw, 2019 applies to this policy.

Definitions

5   In this policy:

"advertising" means the advertising a sponsor receives in return for a financial or in-kind contribution to City programs, services or facilities;

"agreement" means a corporate sponsorship agreement between a sponsor and the City;

"bench sign" has the same meaning as in the Sign Bylaw, 2001;

"City third party advertising sign" has the same meaning as in the Sign Bylaw, 2001;

"corporate sponsorship" means the recognition, public acknowledgment or other promotional consideration, including the naming of a public facility, building or structure after the sponsor, that the sponsor receives in exchange for a financial or in-kind contribution to the City

"general manager" means the general manager of finance and corporate services, or designate;

"sponsor" includes any business, for-profit organization, community group or individual;

"transit shelter sign" has the same meaning as in the Sign Bylaw, 2001.

Requirements for corporate sponsorship

6   A sponsor who wants to secure corporate sponsorship with the City must

(a) submit a proposal to the general manager,

(b) obtain the City's approval of the proposal in accordance with Division 2 Corporate Sponsorship Proposals, and

(c) enter into an agreement with the City in accordance with Division 3 Corporate Sponsorship Agreements.

Conditions for soliciting and accepting sponsors

7   The City must not solicit or accept corporate sponsorship from a sponsor whose

(a) reputation could negatively affect the City’s public image, or

(b) business is materially derived from

(i) products or activities that, in the general manager’s opinion, are hazardous to human health or the environment,

(ii) products that are addictive and controlled substances,

(iii) pornography, or

(iv) the support of or involvement in the production, distribution or sale of weapons.

Conditions for approving corporate sponsorship

8   The City must not approve of the following corporate sponsorship:

(a) promotes tobacco, cannabis, alcohol or other addictive substances at venues geared primarily to children;

(b) presents demeaning or derogatory portrayals of individuals or groups;

(c) contains anything that is likely to cause deep or widespread offence in light of generally prevailing community standards;

(d) materially detracts from the physical attributes of a venue;

(e) promotes products that conflict with the mandate or objectives of the City.

Public service objectives paramount

9   The City will base decisions made under this policy on public service objectives.

Protection of privacy

10   Personal information within the City's custody or control must not be provided to sponsors except in accordance with the Freedom of Information and Protection of Privacy Act.

Evaluation considerations

11   (1) In evaluating a proposal, the general manager must consider the following:

(a) whether the proposal provides an opportunity to enhance the City's profile;

(b) the proposed or likely duration of a sponsorship agreement arising out of the proposal;

(c) the proposal's anticipated impact on

(i) organizations that the City funds or supports, and

(ii) the non-profit sector;

(d) whether the proposal is appropriate for the proposed target audience or venue.

(2) The general manager must prioritize the considerations as follows:

(a) paragraphs (a) and (b) over paragraphs (c) and (d) of subsection (1); and

(b) paragraph (c)(i) over paragraph (c)(ii) of subsection (1).

Council approval for specified proposals

12   The following proposals require approval of the council:

(a) the naming or renaming of City property;

(b) proposals having a value of $100 000 or more;

(c) proposals that do not comply with this policy.

Agreement attributes

13   An agreement must

(a) be consistent with the City’s vision, mission and values,

(b) result in a net benefit to the City and the community,

(c) comply with all enactments, City bylaws and the Canadian Code of Advertising Standards,

(d) in the general manager’s opinion, not reflect negatively on the City’s public image,

(e) not imply that the City endorses the sponsor or its products or services,

(f) not fetter or be reasonably perceived to fetter the City’s discretion as a statutory or regulatory decision-maker,

(g) not influence or be reasonably perceived to influence the day-to-day business of the City, and

(h) not cause a City employee to receive any material benefit, product, service or asset for personal gain or use for less than fair market value.

Required provisions of an agreement

14   The provisions of an agreement must provide the following:

(a) the City may terminate the agreement without penalty to the City if in the opinion of the general manager

(i) the corporate sponsorship no longer provides a net benefit to the City or the community, or

(ii) the sponsor fails to comply with this policy;

(b) the sponsors must not make statements which suggest that the City endorses the sponsor or its products or services;

(c) advertising devices used by the sponsor must not

(i) materially impact the quality and integrity of the City's properties, buildings or streetscape, or

(ii) pose a safety risk;

(d) the rights of a sponsor under the agreement are not assignable, unless agreed to in writing by the City;

(e) if the term of the agreement is greater than 1 year, the general manager will determine on an annual basis whether the agreement provides a continue benefit to the City.

City control of planning and delivery

15   The City will maintain control over the planning and delivery of sponsorship activities and programs.

Duties of general manager

16   The general manager is responsible for

(a) evaluating proposals,

(b) ensuring compliance with this policy and agreements,

(c) coordinating corporate sponsorship activities, and

(d) consulting with appropriate department heads and other City staff to ensure that corporate sponsorship activities align with the City's objectives.

Related procedures, guidelines and publications

17   The following documents relate to this policy:

(a) Sign Bylaw;

(b) Outdoor Special Event, Filming and Activities Bylaw;

(c) Policy C002-05, Grants for Significant Events and Festivals.