Published on
30 June 2023
Working in partnership to overcome financial challenges
The council has adopted a new sponsorship policy to help raise money to support essential services
At last night’s (29 June) meeting of the decision-making executive, a new corporate sponsorship policy was adopted.
Wokingham Borough Council wants the best for its residents and businesses in the borough. Having a corporate sponsorship policy will provide important funding to support the costs of services, as well as enhancing the services the council already provides to 177,000 residents.
It also means it will help minimise or prevent any scaling back on some of the services and initiatives the council offers, despite the financial pressures it is currently facing.
Recent successes
The borough council has had some success in achieving sponsorship to date, albeit in relatively modest amounts.
One successful package already in place is the roundabout sponsorship scheme, which offers year-round advertising in high traffic areas. It currently generates around £27,000 every year.
In 2021, 787 million vehicle miles were travelled on roads in the borough*. This means the scheme helps businesses to get their brand in front of thousands of commuters.
The council also recently announced sponsorship of its Balance Bike Club in Finchampstead and is working in partnership with Complete Childcare, a local nursery group.
These are just two examples of what is on offer now in terms of sponsorship opportunities and the council is looking to build on this for the future.
As well as these, the initial sponsorship opportunities include: events; library assets; parks and open spaces; sport and sporting facilities; newsletters; and council vehicles.
The new policy
The policy enables the council to provide a support structure and governance for services to explore opportunities to generate income. In return the council will provide marketing opportunities for local businesses.
Checks and balances will be in place to ensure all sponsorship is appropriate.
Cllr Imogen Shepherd-DuBey, executive member for finance, said: “We welcome all opportunities to work in partnership with organisations which are aligned to the council’s strategic priorities and core values, including local businesses.
“We continue to face tough financial challenges and we have to find new ways to generate income so that we can protect vital services and ensure that our residents receive the help and support they need.
This new corporate sponsorship policy sets the direction and encourages our services to explore opportunities to generate income.”
If you would like to find out more about sponsorship opportunities at Wokingham Borough Council, please contact commercial@wokingham.gov.uk
