The Municipal Forum on Sponsorship

Bernie Colterman

Managing Partner
Centre of Excellence for Public Sector Marketing

Cracking the Municipal Code
on Corporate Revenue Generation

As more and more municipalities consider sponsorship and naming rights as sources of non-tax revenue, they are also finding that implementing these programs is far more complex than imagined. Cracking the municipal code on corporate revenue generation is possible and you can find out how by attending The Municipal Forum on Sponsorship. This 6th edition is taking place on October 27, 2016 at the Grand Hotel & Suites Toronto.

Key challenges we’ll discuss at the Municipal Forum on Sponsorship include:

  • How do we identify and establish a value for our most “sellable” assets?
  • How do we take a strategic approach toward packaging and marketing our assets?
  • How do we gain buy-in from elected representatives, staff, and community stakeholders?
  • How do we implement our program cost-effectively?
  • How do we achieve early success?

The Municipal Forum on Sponsorship, October 27, 2016 at the Grand Hotel & Suites Toronto, is Canada’s leading forum on cracking the municipal code on corporate revenue generation. It tackles the key issues that are faced by municipal practitioners in delivering these programs.

Preliminary topics include:

  • Naming Rights – The Good, the Bad and the Ugly – This session will conduct a detailed review of naming rights deals over the past three years, who is sponsoring, how much they’re paying and how the community has reacted to the increased commercialization of municipal assets. It will also examine the wide range of media articles that have been focused on naming rights in Canada and strategies for generating positive coverage.
  • Asset Valuation – The Evolving Model – This session will examine how sponsorship valuation is changing, the factors that need to be considered in the valuation of municipal assets and the role that customization and activation play in determining the ultimate value of any sponsorship or naming right asset.
  • Sponsorship Personnel: Whose Job Is It Anyway? – This session will examine the job function and role of the internal sponsorship coordinator, what their primary job should focus on and their relationship with other functions within the municipality.
  • Activation: The Heart and Soul of Sponsorship – This session will explore how various municipal sponsorships are being activated to leverage corporate involvement, drive audience engagement and deliver value to sponsors, municipalities and citizens. It will also discuss how social media is being used effectively as an activation strategy.
  • Municipal Panel: How We Did It – Our panelists will explore some of the challenges that municipalities of all sizes face in getting internal buy-in (Council, senior management) for their sponsorship programs as well as getting these programs off the ground. A special focus will be placed on sharing strategies and techniques that have been used successfully in municipalities to overcome these challenges.

Who Should Attend the Municipal Forum on Sponsorship?

This workshop and forum is for middle to senior managers from large and small municipalities and other public institutions who are currently involved in or are considering sponsorships, naming rights or advertising as sources of revenue for their organization.

What You Will Learn:

  • Strategic approaches to implementing a sustainable municipal sponsorship and naming rights program
  • How to determine the value of assets that your municipality can leverage with potential corporate partners
  • Strategies for increasing public acceptance, political and internal buy-in for the program
  • Techniques for packaging and marketing sponsorship and naming rights assets
  • Key considerations for implementing the program and managing risk

The workshop-style format will include a combination of presentations, panel discussions, case studies, break-out sessions and interactive dialogue.


The Registration Desk will open May 1 after we have confirmed the date for the 2017 Municipal Forum on Sponsorship.



Day 1
25 Oct 2017

Municipal Forum on Sponsorship: Welcome

The day’s proceedings will be launched by Mark Sabourin, Editor of The Sponsorship Report and host of Sponsorship Week.
Mark Sabourin

Naming Rights – The Good, Bad and the Ugly

This session will explore naming rights deals across Canada over the last 3 years as well as the wide range of media coverage these namings receive and what you can...
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Bernie Colterman

Networking Break

Bernie Colterman

Asset Valuation – The Evolving Model

This session will examine the range of factors that need to be considered when determining the fair market value of sponsorship assets.
Bernie Colterman

Activation – The Heart and Soul of Today’s Sponsorship

This session will explore how companies are leveraging sponsorship to drive audience engagement and business. It will also show how municipalities can add value to proposals by customizing activation opportunities.
Bernie Colterman
12:00 - 13:00


The Role of the Sponsorship Manager

This session will explore the role of the Sponsorship Manager, what their primary functions should be and how much time should be allocated to various tasks.
Bernie Colterman

To RFP or Not to RFP?

This session will discuss the merits of issuing an RFP for the naming of civic facilities as well as various approaches for marketing assets to the private sector. .
Bernie Colterman

Networking Break

Bernie Colterman

Municipal Panel – How We Did It

Our panel of municipal practitioners will discuss the current status of their municipal sponsorship program and some of the challenges they have faced along the way.
Bernie Colterman

Break Out Sessions

Participants will break out into smaller groups to discuss issues of the day and report their findings to the group-at-large.
Bernie Colterman

Wrap Up

Bernie Colterman