I. PURPOSE
The purpose of this policy is to define and establish the procedure to be followed for the City of Santa Clarita Business Sponsorship Program (Sponsorship Program).
II. BACKGROUND
The Sponsorship Program provides an innovative and integrated marketing solution for businesses, centered on high impact City events, facilities, and programs. The specific goals of the Sponsorship Program are as follows:
1. To meet community needs;
2. To protect public interests in the short and long term;
3. To provide opportunities for local businesses to engage with the community;
4. To provide opportunities that are open and accessible to all Santa Clarita residents;
5. To align with the City’s strategic plans and philosophy; and,
6. To model high standards of ethical and professional conduct
Sponsorship packages are specifically tailored to each business and personally managed by an Economic Development professional. Benefits are crafted around the needs and goals of each business, making each partnership unique.
Sponsorship packages are available year-round and include dynamic marketing opportunities at a variety of sports, cultural and lifestyle events. Sponsorship packages are additionally available for City programs and facility naming rights.
City of Santa Clarita
POLICY/PROCEDURE
Number I-16.1 SUBJECT: CITY OF SANTA CLARITA BUSINESS
SPONSORSHIP PROGRAM
ORIGINAL ISSUE EFFECTIVE: 01/24/2023 CATEGORY: LEGISLATIVE CURRENT ISSUE EFFECTIVE: 09/23/2025 SUPERSEDES: I-16
RESPONSIBLE DEPARTMENT: ECONOMIC DEVELOPMENT
STANDARD MANAGEMENT PROCEDURE
III. PROCEDURE
All sponsorship opportunities are offered and approved at the City’s sole discretion. When contemplating proposed sponsorship packages, the City considers all of the following factors:
1. The ability of the City to retain its identity on the facility as owner/operator of the facility or principal provider of service;
2. Consistency of the proposer’s services, products, customers and promotional goals with the City’s character, values, services and priorities;
3. The proposer’s historical participation and association with community projects, events and continued willingness to participate;
4. The operating and maintenance costs to the City associated with the proposed sponsorship;
5. Anticipated public perception of the association with the City and the proposer;
6. Extent, prominence and aesthetic of the public display of the sponsorship;
7. Level of support provided by the proposer;
8. Level of participation and support by the City that would be required to fulfill the sponsorship;
9. Inconsistences between City policies and the policies or practices of the proposer; and,
10. Other factors that might undermine public confidence in the City’s impartiality or interfere with the efficient delivery of City services or operations The City reserves the right to prioritize local businesses when securing sponsors. Local refers to any business having a working address within the City limits. While local businesses may receive priority, this policy does not preclude the City from selecting non-local businesses to participate in the Sponsorship Program.
Additionally, the City reserves the right to decline any sponsorship proposal if the sponsor’s mission, policies, public image, or affiliations are not aligned with the values, strategic goals, or brand integrity of the City, or if the association could be reasonably expected to harm public trust.
Each sponsorship package is formalized via a written agreement with the City and the participating business partner. Sponsorship benefits will not be extended, promoted, or fulfilled until a fully executed agreement is in place, signed by both parties. Sponsorship association with the City may not be utilized to the advantage of the sponsor in any competitive bidding, contract or other City-related activity. Participation in the Sponsorship Program does not guarantee exclusivity unless clearly stated in the agreement. Sponsors must disclose any
conflicts of interest before the agreement is finalized. Sponsorship does not entitle a sponsor to any additional privileges not specified in or beyond the scope of the Sponsorship Agreement.
Acceptance of sponsorship does not imply endorsement, certification, or preference of any individual, entity or product by the City of Santa Clarita.
The City reserves the right to terminate any sponsorship agreement, with or without refund, if the sponsor engages in conduct that is unlawful, discriminatory, unethical, or otherwise inconsistent with the City’s values or the best interests of the community.
IV. APPROVAL THRESHOLDS
All Naming Rights sponsorships for permanent facilities must be approved by the City Council, regardless of total dollar amount. All other sponsorships agreements are subject to the approval of the City Manager or the City Manager’s Designee, should they be valued at or above $100,000 for the full life of the agreement. Any agreements valued below $100,000 (full-term) shall be subject to the approval of the Economic Development Division Manager or Department Director.
V. APPLICABILITY
The sponsorship provisions of this policy do not apply to non-City events and activities, or to privately operated facilities. This includes, but is not limited to the 4th of July parade or permitted events hosted on City property.
VI. EXCEPTIONS
There are no exceptions to this Policy without the express authorization of the City Manager.
VII. AUTHORITY
By the authority of the City Council.
Jason GibbsWilliam A. Miranda
Mayor