4.1.14 Sponsorship/partnering
Principles
‘Sponsorship’ is where organisations contribute money, goods or services either directly or ‘in kind’ to have their company associated with a government event or service that will enhance their corporate profile.
Sponsorship support should only be considered where it would be likely to produce significant net benefit for the Government but with no detriment to the public interest.
Sponsorship/partnering should be sought in an open and even-handed manner from businesses competing in a particular field. A chosen sponsor/partner’s competitors should not be given grounds to complain that they were not given a fair chance.
Sponsorship/partnering should be of activities or events, not of individual Ministers or public servants. There must be no suggestion that sponsors/partners are being given privileged access to Ministers in return for cash or benefits in kind.
Policy requirements
Agencies must put procedures in place to ensure that sponsors/partners do not receive returns that are greater than is proper and proportionate and that any sponsorship agreement is able to withstand public scrutiny. The agency will set out what benefit is reasonable for the sponsors to expect.
Like all collaborative arrangements, sponsorships/partnerships must be communicated in a manner that is fair and equitable to each party. Agencies must acknowledge their sponsors/partners when communicating with the public about a sponsored activity. Similarly, agencies must ensure sponsorship/partnership recipients - individuals, groups, companies or other governments - acknowledge the Tasmanian Government’s contribution(s) to their activities. The Tasmanian Government Style Guide and Logo Policy outlines requirements for use of the Government logo to recognise sponsorship or support.
Agencies should examine rigorously whether particular activities should be excluded from sponsorship and particular types of company should be considered unsuitable as sponsors on the grounds of potential conflicts of interest or inappropriateness.
‘Appropriate’ sponsorship is that which is consistent with the agency’s vision, and with companies whose products and ethics are consistent with and complementary of this vision. No agreement should be entered into without careful assessment of the potential benefits and risk(s) to the core business of the agency, which may emerge as a result of the sponsorship. In other words, the company the agency enters into an agreement with must be reputable and not likely to damage the agency’s credibility or cause embarrassment.
See Toolkit:Sponsorship/partnering: checklist
Managers responsible for arranging or administering sponsorships/partnerships must consult with their agency’s communications manager before seeking sponsorship.
Approval to proceed must be sought from the head of the relevant agency, or his/her nominee, and the agency’s communications manager before issuing or accepting a sponsorship, to ensure its compatibility with the government and agency's communication goals. Agencies are also encouraged to consult the Director - Communications Policy where a sponsorship may be contentious.
Once agreement with the sponsor is reached, a formal agreement must be prepared which covers details about delivery obligations, use of corporate identity, cancellation and operational responsibilities.
See Toolkit: Sponsorship/partnering: guidelines
See Toolkit: Sponsorship agreement/deed (provision): template
See Toolkit: Sponsorship agreement/deed (receipt): template
