To present a new Corporate Sponsorship Policy for consideration and adoption by Cabinet, together with a proposal for increasing sponsorship contributions and exploring opportunities for further sustainability and value for money of key Council managed events.

RESOLVED that –

a)       the Sponsorship Policy, as set out in Appendix A to report A.7, be formally adopted for use across all Council services; and

b)       an associated cost pressure of £20,000, for the commissioning of a specialist organisation, be submitted for consideration as part of the next corporate cost pressure review process early in 2026/27.

Cabinet considered a report of the Leader of the Council (A.7) which presented a new Corporate Sponsorship Policy for its consideration and adoption, together with a proposal for increasing sponsorship contributions and exploring opportunities for further sustainability and value for money of key Council managed events.

The Leader’s report proposed that Tendring District Council adopted the Corporate Sponsorship Policy, as set out in Appendix A, and outlined practical options for its implementation. The proposed policy set out how the Council would manage and oversee sponsorship opportunities across its services, as well as implement opportunities for possible sponsorship packages across initiatives such as the Airshow and Tendring4Growth events to increase their appeal and reach to sponsors.

For clarity, it was reported that sponsorship referred to an arrangement whereby an organisation provided financial support, goods, or services in return for association with Council events, programmes, or venues.  Sponsorship had long played a role in supporting projects across the Council, from the Clacton Airshow and Tendring4Growth, to roundabout improvements and other initiatives. With interest in sponsorship growing, a clear policy for Council departments to adhere to would provide consistency and transparency across all services.  Adopting a Sponsorship Policy would ensure the Council had an agreed and co-ordinated approach to reducing the cost of appropriate events, by attracting financial contributions from commercial organisations to reduce the operating costs.  The policy would also ensure that sponsors were consistent with the values of the Council and added value to the services offered to local communities.      

It was believed that the policy established clear criteria for accepting sponsorship up to £10,000, ensuring transparency and consistency. Organisations wishing to sponsor had to demonstrate alignment with the Council’s values, including social responsibility, sustainability, and community engagement. Each proposal would be subject to due diligence checks covering reputation, financial stability, and regulatory compliance. Sponsorship would not be accepted from sectors or organisations that could harm the Council’s reputation, such as those linked to alcohol, tobacco, gambling, payday lending, adult entertainment, political activity, or unethical practices.

Cabinet was informed that to maintain a coordinated approach; all sponsorship agreements would be recorded in a central sponsorship register and published on the Council’s website. If adopted, applications would be submitted using an official sponsorship application form and assessed against the policy’s criteria. Oversight of the policy register would sit with the Place and Well-being Directorate, and it would be reviewed regularly to maintain relevance and alignment with other Council strategies. Any use of the Council’s branding or sponsor logos would be reviewed by the Council’s Communications team.

It was recognised that there was potential to explore major sponsorship opportunities to support the sustainability of events such as the Clacton Airshow and to seek to reduce costs that, currently, were met directly by the Council’s revenue budgets. Attracting sponsorship income would therefore ease the financial pressures on the Council in a challenging climate and free up resources for other community priorities. It would provide the means to refresh and develop the Airshow, keeping it innovative, up to date with safety and security requirements, and appealing to residents and visitors alike.

There were also opportunities for Officers to explore options for seeking external specialist support to attract far wider sponsorship opportunities for Council events, with this policy used as the framework.  As such, it was recommended that funding was allocated towards a procurement exercise to engage a specialist sponsorship organisation, to explore commercial relationships which could reduce the cost of Council events, such as the Clacton Airshow.  Existing sponsorship relationships would be protected, and any potential provider would be restricted from accessing current arrangements. Therefore, any income generated would be from new sponsors. Costings indicated that this would be around £20,000 per annum, and it was recommended that this sum be submitted for consideration as part of the next corporate cost pressure review process early on 2026/27, for an agreement for the period up to and including 31 December 2027.  It was pointed out that engaging a specialist organisation did not guarantee success, and there was a risk that the funding could be allocated with no return on that investment.

It was also noted that this Policy would by no means introduce sponsorship to those events but rather build on the existing valued support of a variety of local businesses and stakeholders who had provided, and continued to provide, monetary or in-kind support to the Council. This Policy aimed to make the approach to sponsorship consistent across the Council and continued to recognise the value of those existing relationships; not preclude them. This would be particularly important for those events which were based strongly on community and partnership involvement, such as the annual Pride of Tendring civic event.

Having duly considered the reasoning behind the report’s recommendations together with the alternative options available; all as detailed within the Leader’s report (A.7):-

It was moved by Councillor Stephenson, seconded by Councillor Scott and:-

RESOLVED that –

a)       the Sponsorship Policy, as set out in Appendix A to report A.7, be formally adopted for use across all Council services; and

b)       an associated cost pressure of £20,000, for the commissioning of a specialist organisation, be submitted for consideration as part of the next corporate cost pressure review process early in 2026/27.