Pleasanton adopts sponsorship policy; long-term naming deals over three years to require council approval

Pleasanton City Council adopted a sponsorship policy on Feb. 4 designed to let the city pursue corporate and philanthropic support for programs, facilities and events while protecting public interests. The council approved the policy unanimously and added a friendly amendment requiring that any sponsorship agreement with a term longer than three years come before the city council for approval.

Library and Recreation Director Heidi Murphy, who led the presentation, described the policy as a best-practice framework drawn from peer-city examples and Alameda County leadership research. The policy authorizes the city to pursue a broad range of sponsorship types ' event and program sponsorships, project sponsorships and site or facility sponsorships including naming rights for new or existing facilities ' but it also sets explicit prohibitions on potential sponsors.

Murphy said the policy would bar sponsorships from entities whose revenue is substantially derived from the sale of illegal drugs or illegal drug paraphernalia, firearms or weapons, tobacco products, gambling, or "explicit" adult materials; it also excludes entities that promote adult entertainment as defined in the Pleasanton Municipal Code and political entities. The proposed agreements will include standard elements, Murphy said, including detailed descriptions of obligations, insurance and indemnification, and conditions for termination.

Under staff's recommended approval process, sponsorship agreements above $100,000 would require city council approval, while agreements under $100,000 would be approved by the city manager. The council's adopted amendment adds a second threshold so that any agreement with a term over three years must also be approved by the council regardless of dollar amount.

Council members expressed interest in protecting the city's long-term interests and reputation while expanding potential revenue sources that can support capital projects and programs. Mayor Balch noted the practical uses of new sponsorship revenue and suggested modest pilot opportunities such as funding crossing guards.

Motion and vote: The council approved the sponsorship policy resolution and accepted a friendly amendment requiring council approval of agreements exceeding three years in duration. The vote was unanimous.

The resolution directs staff to implement the policy and return agreements to the appropriate approval authority based on the dollar and term thresholds set by council.