Athletics director proposes paid signage at school facilities to raise revenue; trustees caution against overuse

Burlington High School athletic director Eric Sulik proposed extending the district’s sponsorship guide to permit paid signage on school grounds as a way to raise revenue for activities and athletics.

Sulik described locations and examples — 4-by-8 signs on the back of the grandstand at the Lynch Complex, the press box, concession stands, team rooms and fencing — and said vendor Burley Signs quoted $275 to fabricate a 4-by-8 sign. He described an initial plan for two-year agreements with automatic renewals and said the district would be responsible for installation and maintenance.

Sulik said the pitch to businesses would emphasize visibility and a positive community partnership; he noted prices would be set to allow participation by smaller local businesses as well as larger partners. He cautioned the program would not involve renaming fields or facilities and said pricing would be set after further conversations with local businesses.

Board members reacted with a mix of support and reservations. Trustee Roseanne said she disliked “a lot of signs” and worried that too many advertisements would detract from the facility’s appearance. Another trustee asked for examples and recommended showing layout photos; Eric said the team would provide images of Kettle Moraine and other districts that have implemented similar, subtle signage.

Board members raised design guidance and brand-color questions; one trustee suggested tying signage to the district’s black-and-orange color palette while Eric warned heavy restrictions might discourage donors who want their own logos. Trustees urged a modest rollout focused on high-visibility, tactfully designed placements and asked staff to return with a pricing schedule and sample graphics if they want to pilot the program this summer.