Sponsorship Marketing Services

The Vendor is required to provide for consulting services or firms to undertake and deliver consultant services for asset valuation for sponsorship marketing.
- Phase 1 – Background Research and Asset Valuations
•    Review all relevant sponsorship/naming rights policies, as well as other applicable reports and documents, from other similar municipalities and compare against the city’s practices; 
•    Understand how other municipalities are managing their sponsorship programs (i.e. Process, structure, roles and responsibilities, etc.); and 
•    Conduct interview with key internal stakeholders to understand current practices, challenges and opportunities. 
•    Furthermore, the selected successful proponent shall review all relevant guidelines, policies and bylaws (i.e. Sponsorship policies, and sign bylaw) that could be amended for city-wide alignment related to sponsorship activities. 
•    The outcome of this review should indicate the need for a specific type of sponsorship policy or for a revision to an existing policy.
•    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. As part of this exercise, explain why some components are not applicable for sponsorships and / or naming rights;
•    Estimate the fair market value for those marketable components and explain the valuation methodology used for this exercise. The successful proponent will conduct interview with key internal stakeholders, visit properties and review relevant marketing materials, and conduct appropriate external research to inform the valuation study; and
•    Provide the city with realistic revenue projections and return on investment based on various sponsorship / agreement terms (e.g. 5, 10, 15, 20 years). 
•    Suggest how the city can maximize the market value of these assets or potential revenues via targeted sponsorships and bundling.
•    Present preliminary findings and provide general information to Senior City Staff on the intricacies, risks and opportunities associated with the development of a sponsorship program; and
•    Present findings and recommendations.
- Phase 2 – Sponsorship Marketing Plan
•    Initiate, implement and execute a sponsorship and marketing plan for other city assets.
•    Lead the negotiation process with potential naming rights candidates(s) on behalf of the city, including the assessment of brand alignment and reputational risk. A city representative will participate in all negotiation meetings to provide input on potential terms and conditions ensuring they can be fulfilled by the city;
•    Prepare regular written progress updates on a monthly basis to both city and communications staff to maintain the city’s website;
•    Negotiate key terms and conditions with the naming rights candidate(s) including the proposed term, proposed fee and defined list of rights and privileges. These key terms and conditions may require the approval of city council prior to proceeding with the negotiation of agreement(s);
•    Provide to the city, in writing, the negotiated terms of the naming rights agreement(s) for preparation of the naming rights agreement(s) by the city solicitor’s office;
•    In collaboration with the city representative, review the draft naming rights agreement(s) developed by the city and provide feedback to ensure the agreement(s) accurately reflects the negotiations;
•    Finalize the agreement(s) negotiations with naming rights candidate(s), subject to city council approval; and
•    Provide the city with an electronic post-award summary, including any recommendations for future projects, market changes or other lessons learned from the transaction.

- Contract Period/Term: 3 years
- Questions/Inquires Deadline: September 23, 2025