Port Moody eyes corporate sponsorships, naming rights to boost city revenue

Port Moody is considering opening more city programs, events and assets to corporate sponsorship and naming rights as it looks for new sources of revenue beyond property taxes.

Council received a proposed framework for a Sponsorship, Advertising, Naming Rights and Donation (SAND) program at its Sept. 22 meeting, laying the groundwork for partnerships that could eventually generate upwards of $175,000 a year.

Consultant Nancy Owens told council the program could help pay for community programming and amenities while diversifying the city’s revenue sources.

“This is not commercialization for its own sake; rather, it’s about enhancing events, programs, and public spaces through carefully governed partnerships that support long-term financial resilience,” Owens said.

The city hired Owens in 2025 to examine sponsorship and naming-rights opportunities and develop a framework covering governance, funding, industry practices and attracting and retaining sponsors.

Owens, who is currently on loan to Port Moody from her position supervising sponsorship and advertising for the City of Burnaby, said municipalities are increasingly formalizing sponsorship programs as demands for services grow while their taxation options remain limited.

Under the proposal, Port Moody could establish an inventory of city assets available for sponsorship, advertising or naming rights, along with criteria determining which assets and potential partners would be eligible.

The framework would distinguish commercial naming rights from honorary naming. Sponsorships would generally involve time-limited exchanges of money or other contributions for recognition, while commercial naming rights would involve longer-term agreements and greater council oversight.

Owens recommended that council approval be required for naming rights and major sponsorship agreements worth more than $75,000.

The city’s report says any full program would also include authorization rules, ethical and eligibility standards, contracts, an inventory of city assets and an evaluation process. Staff said appropriate valuations and a fair process for making sponsorship opportunities available would be critical.

But generating meaningful revenue would require the city to spend money first.

A proposed two-year pilot would cost approximately $72,000 annually and include a three-day-a-week staff position responsible for identifying and valuing assets, marketing opportunities, soliciting sponsors, developing relationships and administering agreements.

Owens estimated such a program could generate between $50,000 and $75,000 in its first year and $75,000 to $125,000 in its second. Within three to five years, she said a mature program could bring in $175,000 or more annually.

Coun. Kyla Knowles said the city should be exploring additional sources of income.

“I think we need to be shaking all trees and looking for additional revenue sources within reason, of course,” Knowles said. “I actually think this is a time when it makes sense to spend money to make money.”

Coun. Haven Lurbiecki was more cautious about bringing private-sector partnerships into public spaces, although she said the proposed framework appeared balanced.

“My immediate response to this is how to protect the public good while considering any form of partnership with the private sector,” Lurbiecki said. “I’m a little uncomfortable with the general concept, but I’m open to measured and informed consideration of something like this.”

Port Moody would need to maintain a dedicated staff position once sponsorship agreements were established, according to Owens.

Coun. Callan Morrison questioned whether the workload could eventually decline enough for the city to reduce the position or rely on a contractor to handle renewals.

Owens cautioned against that approach, arguing that maintaining relationships with sponsors is an ongoing part of the work.

“A permanent part-time resource is, I would say, the bare minimum to maintain this program and slowly grow it,” Owens said. “I would caution against eliminating a dedicated resource. This work is all about relationships.”

Owens said sponsorship programs without dedicated staff often end up being handled “off the side” of employees’ desks, limiting their effectiveness.

The staff report similarly argues dedicated resources are necessary to coordinate work across city departments and build long-term relationships with sponsors.

For now, the city has included $20,000 in its proposed 2027 capital budget for foundational work, including hiring a consultant to establish asset valuations, funding levels, contract templates and evaluation measures. That work would not include actively seeking new sponsors or donors.

Council could instead proceed with the more extensive two-year pilot, which would include actively soliciting sponsors and advertisers. Under that option, five to seven percent of sponsorship revenue, excluding donations, would go toward administering the program, with remaining funds directed toward recognition materials and other program, event or asset costs.

Mayor Meghan Lahti said council will have more detailed discussions about the proposal before determining how to proceed.

“I think that we’ll have some more fulsome discussions going forward.”