Incoming Sponsorship - Managerial Policy

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Incoming Sponsorship - Managerial Policy


Approval authority
Vice-Chancellor and President
Responsible officer
Vice-Chancellor and President
Designated officer
Director, Development Office
First approved
24 June 2008
Last amended
30 May 2018
Review date
1 December 2018
Related documents
Conduct on University Premises - Managerial Policy
Naming - Governing Policy
Scholarships, Bursaries and Prizes - Governing Policy
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1. Purpose of policy

The University Council is committed to ensuring that its financial arrangements are carried out in an ethical manner. The purpose of this policy is to establish the framework and guidelines within University of the Sunshine Coast for the creation of productive sponsorship alliances with corporations, foundations, individuals and other non-government organisations.

2. Definitions

Please refer to the University’s Glossary of Terms for policies and procedures. Terms and definitions identified below are specific to these procedures and are critical to its effectiveness:

Benefaction means a philanthropic donation made to the University by an individual or organisation (corporation, foundation, trust).

Benefactor means the person or organisation who makes a philanthropic donation to the University.

Council means the governing body of the University of the Sunshine Coast.

3. Principles

The following are the fundamental principles that shape our relationships with sponsors:

3.1 Sponsorship of the University of the Sunshine Coast or of any symposium, project, program or event will not entitle any sponsor to influence any decision of University of the Sunshine Coast.

3.2 The University will not enter into any alliance or partnership with any corporation or organisation where the association with the prospective partner or acceptance of the sponsorship would jeopardise the financial, legal or moral integrity of the University or adversely impact upon the University's standing and reputation in the community. All tobacco sponsorships are prohibited.

3.3 Sponsorships from private corporations and organisations differ from philanthropic gifts to the University in that they are negotiated on a quid pro quo basis, they require a fully-executed contract of agreement, and attract a GST charge of 10 percent. For policies around the University’s acceptance of philanthropic gifts, please refer to the University’s Naming – Governing Policy.

3.4 All sponsorship alliances must be consistent with existing University policies.

4. Policy

4.1 All event and project sponsorships must have significant financial commitment from the sponsor to help offset the costs associated with the activity.

4.2 All sponsorship arrangements attract GST, which should be calculated and charged over and above the agreed sponsorship amount.

4.3 It is important to assure a coordinated and strategic approach by the University to its corporate and philanthropic community. Therefore the Executive Officer, Foundation must be informed of and give approval to all intended approaches before any sponsorship requests are made.

4.4 Sponsorship relationships with University of the Sunshine Coast must be identified and recorded in the University Foundation’s Raiser’s Edge database.

4.5 Promotional use of corporate logos and colours by sponsors are not permitted in any permanent or ongoing campus signage (e.g. building or area signage, sports fields, or score boards) and are for an agreed period, and in a form that is compliant with University policy.

4.6 Promotional use of corporate logos and colours may only be displayed in printed marketing materials such as brochures, invitations, flyers and tickets. Promotional use of corporate logos and colours in banners or signage in conjunction with temporary exhibits or events may be used for a limited time period in conjunction with the sponsored event (i.e. within a few hours of the specific event’s occurrence). These benefits must be clearly outlined in the written sponsorship agreement (Appendix A). Corporate identification and logos should always be displayed secondary in size and position to the University’s branding. A description of the use of logos and colours must be included in the sponsorship agreement.

4.7 The benefiting (sponsored) area must not, and must not appear to, unduly endorse the sponsoring company or its products.

4.8 Sponsors must not use the University’s communications as a direct sales channel for their products or services.

4.9 The benefiting (sponsored) area must put procedures in place to ensure that sponsors do not receive returns that are greater than is proper and proportionate and that any sponsorship agreement is able to withstand public scrutiny.

4.10 In-kind sponsorship is the provision of goods or services to support or enhance a University event or activity where free promotion is received in return. These arrangements are also liable for GST. To measure the value of in-kind sponsorship, the benefiting department or area of the University should consider the opportunity cost, that is, how much it would have cost the department if it had paid for the support provided. Such consideration should be given before the services or goods are accepted.

4.11 All sponsorship, whether cash or in-kind, will be embodied in written contractual agreements between University of the Sunshine Coast and the sponsorship partner (Appendix A). No benefits will be provided to sponsors before such contract is fully executed. The Vice-Chancellor and President must be notified of sponsorship agreements before approval. Approval must be given by the Vice-Chancellor and President or an authorised representative.

4.12 An external organisation that uses University premises or facilities and wishes to display their own sponsorship signage during an event or exhibition will first obtain permission from the Vice-Chancellor and President or authorised representative. Permanent or ongoing signage which services the sponsorship of an external organisation will not be permitted. Any inappropriate signage erected on University premises can be taken down and discarded at the University’s discretion.


Appendix A: Incoming sponsorship agreement guidelines

Sponsorship agreements must include the following clauses:

Description of the Sponsorship Alliance: The contract will contain a comprehensive description of the item, project or event around which the sponsorship alliance is constructed, including a list of obligations for both parties. Obligations of the parties in market research or sponsorship analysis will be explicitly itemised in the contract.

Terms of Agreement: The dates for commencement and conclusion of sponsorship alliances must be included in the contract. All sponsorships should have a defined term with end date, at which time renewal of the sponsorship may be sought.

Key Personnel: The contract will include the names of the individuals from both parties primarily responsible for the sponsorship, and to whom issues regarding the contract are to be referred.

Limitations on and Approval of the Use of the University of the Sunshine Coast’s Name: The following clause limits the use of the University’s name by the sponsor in its own internal and external promotion and advertising as per the negotiated arrangements: "Neither party, in any situation, whether within or outside the parameters of the sponsorship, shall be deemed to be the spokesperson for, or the representative, of the other party."

Exclusivity: The University may wish to offer outright or industry exclusivity to a sponsor or the sponsor may request such exclusivity within the sponsorship alliance. Where relevant, the following statement regarding exclusivity will be included in the contract: "University of the Sunshine Coast agrees that [name of sponsor] shall be the sole and exclusive sponsor of [name of initiative] for the term of this agreement."

Financial Terms and Schedule of Payments: The total value and the payment schedule of the sponsorship agreement between the parties will be clearly identified in the contract. It should be noted that all sponsorships will attract GST and this should be added over and above the agreed sponsorship amount, including that of in-kind support.

Obligations of the Parties to Each Other: The obligations of the parties are dependent upon the form of the alliance and will be determined on an individual basis. Responsibility for any market research or program or evaluation duties, reporting, and approvals will be specified in the contract, along with specific criteria and methodologies for the evaluation of the sponsorship.

Breach of Contract: Prior to initiating formal notification of breach of contract, the parties will undertake all appropriate and reasonable efforts to resolve the matter. Should these efforts not prove successful, either party may notify the other of breach of contract in writing, sent by mail or courier, return receipt requested. Such notification will request a written response by a specific date. Non-compliance will constitute cause for dissolution of the contract.

Right to Discontinue the Sponsored Program or Event: When circumstances beyond the control of University of the Sunshine Coast force the cancellation or substitution of a sponsored event or project, University of the Sunshine Coast reserves the right to cancel without finding itself financially liable or in breach of contract.


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