Tillsonburg officials have been tasked with exploring ways to generate revenue through a new sponsorship initiative for the whole town.
Mar 03, 2026 • Last updated Mar 03, 2026 •
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Tillsonburg officials have been tasked with exploring ways to generate revenue through a new sponsorship initiative for the whole town.
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Proposed by Councillor Kelly Spencer, the “sponsorship, partnership and community revenue policy” aims to expand on a similar document created for the parks and recreation department.
The plan will lay out methods to “increase municipal revenue through sponsorships, partnerships, and community campaigns across town assets, programs, services, infrastructure, and initiatives,” Spencer pointed out.
This would cover areas such as parks, recreational facilities, ball diamonds, events, cultural programming, environmental projects, roads, bridges, and municipal communications.
“Budgets are tight; the economy is hard for many,” Spencer said.
“Many municipalities are successfully generating revenue through sponsorship tied to events, environmental initiatives, cultural events, infrastructure and even digital assets.”
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The policy will highlight opportunities for corporate sponsors as well as local businesses and community groups. This includes naming rights and support for particular programs or services.
It will also look into community-based fundraising options like “friends of” programs, memorial recognition efforts, crowdfunding campaigns , and legacy donations.
Spencer mentioned that local businesses and organizations have shown interest in supporting town projects but emphasized that clear guidelines must be established.
“Every dollar generated through sponsorship and partnership is a dollar that doesn’t come from taxpayers while still maintaining community values and public access,” Spencer added. “We don’t want to commercialize the town , but without a policy , we’re actually exposed to inconsistent decisions , and this policy would give us control over community standards.”
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The town’s current naming policy was set up in 2024 , but it only pertains to parks and recreation programs as well as buildings.
Deputy Mayor David Beres who supported the motion remarked that larger centers like London have naming rights agreements for their public facilities lasting ten years. In September Brantford revealed its civic center would be sponsored by TD Bank in a new multi-year deal.
“When one of the service clubs or companies comes along wanting naming rights because they were the highest bidder we really need to consider that,” Beres stated. “It’s crucial in smaller communities.”
Beres also shared he’s been approached by local business owners asking about sponsorship options.
“We don’t have a very solid policy on that,” he noted.
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