Council set to advertise its sponsorship assets

As sports fans across the Western world will be able to testify, selling the naming rights to a particular venue or stadium can bring in much-needed cash.
By The Newsroom
Published 31st Jul 2012, 07:00 BST

But it appears corporate sponsorship for significant landmarks and buildings is no longer simply the preserve of the English Football League and America’s NFL, after a local authority admitted it was considering a similar money spinner.

It means buildings within Cheltenham Borough Council’s portfolio could join the likes of Arsenal’s Emirates, York City’s KitKat Crescent, and America sports stadia Heinz Field and Dick’s Sporting Goods Park – home to NFL team the Pittsburgh Steelers and MLS side Colorado Rapids, respectively.

Hide Ad
Hide Ad

During a recent cabinet meeting, the West Country authority agreed that the introduction of a proposed advertising and sponsorship policy and procedure be approved.

It stressed that “all sponsorship and advertising must fall within the policy”, designed to be sensitive to the landscape.

The report said the council has “a wealth of assets” that can be “utilised to generate sponsorship and advertising opportunities”.

Initial suggestions are for sponsorship of car parks, boundary signs, street light pennants and roundabouts.

Related topics:WesternNFLYork CityArsenalEmirates