Marketing Sponsorship Guidelines


Application


These guidelines apply to all members of the University involved with outgoing and inbound sponsorships.

Purpose


To assist members of the University in assessing and approving requests for outgoing and in-bound sponsorship in line with the Sponsorship Policy.

Guidelines


Outgoing sponsorship:

What the University looks for in outgoing sponsorship arrangements:

The University has determined that outgoing sponsorships must offer a benefit to the organisation, staff members and students and/or the community. They should also support the University’s Strategic Plan.

The University places high value on an outgoing sponsorship that offers:

a valuable strategic alliance for the University

  • the University, as the sole sponsor, exclusive educational sponsor, or one of a select and comparable group of sponsors
  • opportunities for extensive leverage and a measureable benefit
  • extensive coverage by print and/or electronic media
  • defined media/publicity opportunities that can be used to promote the University
  • involvement or participation in high quality conferences/events

Sponsorship benefits can include, but are not only limited to:

  • exposure of the University brand through event/project promotion and involvement
  • measureable reach/increased reach to relevant target audiences
  • access to database information, such as a mailing list (subject to privacy restrictions)
  • display/exhibition space
  • promotional opportunities in the media
  • University branding on event collateral and advertising
  • links to the University website from an internet site or similar
  • opportunities to include students, staff members, graduates and alumni in sponsorship activities
  • ceremonial involvement and/or a speaking role to an influential or relevant audience

Benefits offered by the University to an external sponsor need to be within the capacity of the University to offer and all branding and logo use will need to comply with the Marketing, Advertising and Publishing Policy and University Style Guide.

 

Inbound sponsorships:

The University places high value on an inbound sponsorship that offers:

  • a valuable strategic alliance for the University
  • the University of Auckland as the sole sponsor, exclusive educational sponsor, or one of a select and comparable group of sponsors
  • opportunities for extensive leverage and a measureable benefit

 

Benefits offered by the University to a sponsor can include, but are not only limited to:

  • acknowledgement of the sponsor on the University website or event website. Where possible, refer to the sponsor in text
  • a sponsor banner displayed at an event
  • sponsor flyers included in giveaways to be distributed at an event
  • a sponsor stall at an event
  • sponsor naming rights to an award or prize
  • sponsor naming rights for an event

When entering into an inbound sponsorship agreement the University will not generally support third party advertising within its primary publications (for example, the University website). The Registrar (or delegate) or the dean (or delegate) can approve:

  • third party requests to link to and/or from the University’s website,
  • recognition of sponsors and partners in the form of acknowledgements on websites or in other publications

Refer to the Marketing, Advertising and Publishing Policy and University Style Guide for further information. 

Definitions


Members means those persons who make up the University as set out in section 3(2) of The University of Auckland Act 1961, and includes University employees, students, Council committee members, contractors, sub-contractors and invitees.

Sponsorship is the payment of monetary value, or the provision of services, rights or any type of property including goods and real estate, to the University where the payer or provider receives a consideration for such payment or provision in the form of advertising, logo use, publicity, naming or such similar rights but is not intended to mean or include normal day to day commercial transactions in which the University, in the ordinary course of business, purchases or otherwise acquires goods and services from another party.

  • Outgoing sponsorship refers to any University funded sponsorship of an external organisation to support an event or activity.
  • Inbound sponsorship: refers to any external organisation sponsoring an internal faculty, event or project within the University of Auckland, in return for promotion and/or certain specified benefits.

University means the University of Auckland and includes all subsidiaries.

Document management and control


Owner: Deputy Vice-Chancellor (Operations) and Registrar

Content manager: Associate Director, Marketing

Approved by:  Vice-Chancellor

Date approved:  18 March 2019

Review date: 18 March 2022