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  • Township is creating alternate revenue through sale of sponsorship and naming rights

    Thursday, January 26, 2017
    Township News

    CENTRE WELLINGTON – Air Canada Centre, Rogers Centre and Activa Sportsplex are all examples of creating alternate revenue through the sponsorship and naming of facilities and CW is delving into this new world, if the right fit presents itself.

    Staff were directed through the 2016 operating budget process to generate additional revenue through the sale of sponsorships and naming rights of CW assets.  Staff have been working toward the implementation of this process with the support of the Community Services Advisory Committee.

    To initiate and execute this process, staff, through the approval of Council have contracted Cornerstone Sponsorship Management for an initial term of 3 years to act on behalf of the Township.

    "By retaining Cornerstone Sponsorship Management to assist with this process we are providing a consistent and controlled approach to sponsorship arrangements that protect the Township's interests and increase the opportunity for alternate revenue, a goal of Council and staff." said Brian Detzler, Managing Director of Community Services. "We will not be jumping into any agreements without looking at all aspects of the partnership.  All sponsorship relationships will be consistent with our vision and values".

    Although this is not the first time the Township is delving into sponsorship and naming right opportunities for outside consideration, the engagement of Cornerstone Sponsorship Management will ensure the process will be structured based upon customer centricity and value supported legacy relationships.

    "This decision demonstrates our commitment to follow through with our strategic priority of finding non-tax based revenue generation opportunities" said Mayor Kelly Linton.  "Every dollar that is raised through this program is a dollar that does not need to be raised through taxation".


    For more information:

    Kendra Martin  | Communications Coordinator
    Township of Centre Wellington | 1 MacDonald Square, Elora, ON  N0B 1S0
    519.846.9691  x220
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