“Vancouver has launched a new initiative to develop an inventory of its assets – everything from buildings and cars to its awards programs and even its website – that could make good candidates for sponsorship and naming rights.
The Vancouver consultant is being asked to look at the policies in other cities and then “develop the criteria to identify all marketable components (i.e. programs and facilities) associated with those assets and determine the type of sponsorships that can be leveraged, such as naming rights for a facility.” In addition, it will need to explain why some assets are not appropriate for naming rights or sponsorships.
The final report is supposed to “provide the City with realistic revenue projections and return on investment based on various sponsorship/agreement terms (e.g. 5, 10, 15, 20 years)” and “suggest how the city can maximize the market value of these assets or potential revenues via targeted sponsorships and bundling.”