Sponsorship of City assets FAQs

The City allows private companies to become official sponsors of City assets and services. A sponsor may choose to support a public space—such as a park (for example, Shaw Millennium Park or Cowboys Park)—or a physical asset, like a sports or recreation centre (for example, the MNP Community & Sports Centre or the Remington YMCA in Quarry Park). Sponsors might also back a community program they are passionate about, such as the Calgary Fire Department’s popular Arson Dog Program or support an event like the New Year’s Eve celebration, which is frequently sponsored. In return for their financial support, sponsors receive public recognition as the City's official sponsor of the asset or service they have chosen to support, often including the renaming of the asset or service after the sponsor.

Municipalities can benefit greatly from funding secured through sponsorship agreements. The money raised can help cover the costs of maintaining, developing, or improving public assets without adding extra financial cost to taxpayers. Sponsorship may also support new community programs and services that might not be possible due to a lack of funding.

Sponsor companies gain increased visibility when their name and brand are associated with The City and the specific asset or service they choose to support. This affiliation not only enhances their public profile but also reinforces their connection to community initiatives, contributing to a strong, positive brand image.

Sponsorship will likely impact Calgarians in two ways: you might notice increased sponsor branding in public spaces and assets and you may notice improvements to City assets and services funded by sponsorship revenue. Some upgrades may occur behind the scenes—for example, enhancements to mechanical systems of a building—while others may be directly noticeable to those using city facilities, such as renovated pool areas with updated showers and changing rooms.

The City provides information about currently sponsored assets, as well as assets, programs, and services available for sponsorship on the Sponsorship portal. If you have any feedback or concerns about an existing sponsorship or about an asset, program, or service being considered for a sponsorship arrangement, please email us. Your input will be considered when establishing new arrangements and renewing current sponsorship agreements.

All City assets—including those managed by City Partners—and any program, event, or service considered for sponsorship must undergo a sponsorship suitability review to determine whether commercial sponsorship is appropriate. This review will consider all relevant factors, including potential legal implications, the asset's existing name, public sentiment and the asset’s nature.

The City is thoughtful and considerate when it comes to sponsorships, especially in how they may affect the branding or presentation of public spaces. For example, while a park might feature a sponsor's logo, The City ensures it remains a welcoming and accessible space for the community. Each sponsorship agreement is carefully reviewed to find the right balance between commercial branding and the public nature of the space.

Sponsorship does not mean privatization. Although private companies may provide funding or resources, public assets remain publicly owned. Sponsorship is not a gift from the sponsor to The City; it is a business transaction where the sponsor pays for marketing benefits, such as increased exposure for their brand and a positive association with The City and its asset. 

City Council approval is required for large-scale sponsorships involving major City assets (City-wide or regional assets or all-City programs, events and services). Smaller sponsorship arrangements are approved by City Administration.

The City's sponsorship agreements are carefully structured to prevent conflicts of interest or undue influence. Sponsorship opportunities are publicly advertised to ensure equal access for all businesses. Additionally, sponsorship fees are determined through a formal valuation of the marketing benefits associated with sponsoring the asset (except for small-scale sponsorships which are excluded from this requirement).

The length of sponsorship agreements varies, but they typically last for several years and may include renewal options. Some sponsorships are short-term, particularly for events, programs, or services, while others are long-term (ranging from five to 20 years), especially for city-wide or regional assets, such as a recreation center or a large City park. The renewal process depends on the terms outlined in the original agreement.

The money from sponsorship agreements is usually used to improve or maintain the specific public asset linked to the sponsorship. However, in some cases, if the sponsored asset is new and doesn’t require immediate upgrades, the funds may be redirected to improve another similar City asset that needs repairs or enhancements but lacks funding in the approved City budgets. This could include park renovations, facility upgrades, or funding for public events, programs, and services.