Sponsor Peterborough
Outside the Ordinary
Our location and the energy of the people who live here make Peterborough far from the average city.
Sponsor Peterborough invites local businesses, corporations and global firms to amplify their brand through marketing opportunities and customized sponsorship of City programs, facilities, and events.
Notice of Intention: Cold Beverage Product Exclusivity and Service Delivery in City Facilities
The City of Peterborough ("City") intends to solicit Corporate Sponsorship from a Cold Beverage Company with interest and ability to secure Exclusive Supply, Service, Sale rights associated with Cold Beverage products in City facilities. The City intends to enter into an Exclusive Sponsorship Agreement that will encompass product supply to concessions, vending sales and service delivery, marketing profile, and audience engagement.
Deadline: Submissions from interested parties are requested by April 30, 2023.
Contact person and inquiries |
All inquiries / questions and submissions regarding this notice will be directed in writing via email to: Scott Elliott, Corporate Sponsorship Manager City of Peterborough 500 George St. N. Peterborough, ON K9H 3R9 |
General information |
The City is not liable or responsible for any costs incurred in the preparation, submission or presentation of any response or submission pursuant to this Notice of Intention. Acceptance of or the use of any information contained in any submission shall not entitle any applicant to reimbursement or other consideration at any time. This Notice of Intention to Solicit Sponsors is not intended to create and will not create any formal legally binding contract or bidding process. The issuance of this Notice does not constitute any obligation on the part of the City to enter into an agreement with any respondent or to issue a competitive bidding opportunity. The City may determine, at its sole discretion, to proceed or not proceed with negotiations in relation to any areas discussed or outlined within this notice. There will be no Request For Proposals initiated following this Notice. All parties with interest in sponsorship opportunities and who may wish to open negotiation with the City should provide a submission. The City of Peterborough Sponsorship team will follow-up on each submission received prior to April 30, 2023. The City of Peterborough reserves the right to enter negotiations with any interested party, at any time, until a Cold Beverage Exclusive product supply and sales agreement has been finalized |
Background |
On June 30, 2023, the City’s current Cold Beverage Exclusivity agreement will expire. The City seeks to have a new agreement in place by July 1, 2023, for a minimum five-year term, and maximum ten-year term.
The scope of this agreement (subject to negotiations) is intended to include:
Elements of Sponsorship Agreement and Exclusivity A Sponsorship agreement with a reputable leader in the Cold Beverage industry will align their products, services, and brands to support revenue streams with the delivery of Cold Beverage services in the City of Peterborough. The following are intended elements of a Cold Beverage Sponsorship Agreement: Exclusivity Rights In exchange for an agreed upon financial value, the Sponsors will receive the exclusive right to supply, sell, and promote their products and brands within the following facility groups within the City of Peterborough.
Full-service vending, and concession product supply and delivery: It is intended that the Exclusive Cold Beverage Sponsor will provide full-service vending solutions, service, product supply and delivery of products to concessions at City facilities. The business solutions and sales will consider revenue shares and/or sales royalties back to the City. The scope and delivery of sales at each site is subject to negotiations, and operational feasibility. Supply and service of Equipment An Exclusive Cold Beverage Service Sponsor will supply vending, cooling and service delivery equipment as necessary to the sales operations at each unique location. It is anticipated that where necessary, cashless vending services are operated, seasonal removal of equipment is available, high-capacity refrigeration units support concession operations, and promotional aids drive sales. Exception & Exclusions Any supply or marketing associated with Alcoholic Beverages are excluded from this sponsorship opportunity. Hot beverages, including Tea, hot chocolate & coffee – are excluded from this sponsorship opportunity, but may be developed as a separate opportunity. Milk or milk-based products may be included in this sponsorship opportunity. Bottled Water Ban After May 2016, the City of Peterborough initiated a bottled water ban to to encourage environmentally sustainable water choices. This does not limit or restrict the sale of flavoured, sparkling, vitamin or mineral waters. Only plain bottled water cannot be included as a product within this Sponsorship opportunity. |
Locations and audience |
The City intends to negotiate terms of an agreement making exclusive Cold Beverage product available in City facilities where services are feasible, and financially viable. The ability to include locations is subject to the terms and conditions of service at each location:
Seasonal Operations (May to October) at:
An Exclusive Cold Beverage sponsor will benefit from exclusive sales, and product supply at the listed facilities with access to an estimated annual audience of more than 3,000,000 visits to City facilities. Sponsorship, and marketing activations included as part of the Exclusive Cold Beverage Supply will enhance sales opportunities and increase brand profile across a broad audience that visits City facilities. Audiences: An Exclusive Cold Beverage Sponsor will have access to the following audiences for sales, marketing, and engagement opportunities.
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Naming Rights, Sponsorship Marketing profiles |
In exchange for an agreed upon financial value, the Sponsor will receive mutually agreeable advertising, sponsorship, and Naming Rights assets at various facilities in each year of the term.
A high-profile Naming Rights within the New Twin Pad Arena and Aquatics complex is of particular interest to the City. The successful Proponent and the City can negotiate preferred advertising assets, such as those outlined on the City’s Corporate Sponsorship web pages. Additional inventory at selected facilities may also be available subject to approvals by the City and subject to Sponsors interests. The successful Proponent shall agree to activate their branding on sponsored signage, as negotiated, which may include, score clocks, menu boards, digital communications, and or static signage and wall wraps within each facility to reflect the name/brand of Sponsor, at no cost to the City. Participation and support of related programs, such as community events, recycling, waste diversion, and environmental sustainability. As negotiated and mutually agreed to, the Sponsor is invited to align sponsorship with other City programs such as community events, recycling programs, waste diversion program and environmental sustainability commitments. |
Process and submission requirements |
Process Interested Sponsors will be considered based on ability to offer Exclusive Cold Beverage Supply, Sales, and Service in City facilities, and the extend to which the sponsors investments will drive revenues back to the City. A Sponsors interest, service delivery flexibility, strategies and objectives will be reviewed in the context of alignment to facility operations and audiences. At the City’s sole discretion, the City may contact any prospective sponsors to outline next steps. Next steps will be an exploration phase consisting of discussion to identify details of each prospective sponsors objectives, strategies, and budgets, which will determine if a proposal should be developed. Following exploration, a proposal phase will begin, where the City undertakes development of a proposal that may be presented back to one or more prospects for a response. Prospects responses will be reviewed, and a single prospect will be engaged into exclusive negotiations to finalize an agreement. Submission requirements Interested prospects should submit their notice of interest in writing, via e-mail to the contact person listed above, along with the following information:
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Why Sponsor Peterborough?
Successful sponsorships depend on a relevant and meaningful connection between the respective brands of a property and sponsor. Consider how your brand aligns with ours:
- Peterborough is a city of over 81,000 residents with a mix of urban and rural lifestyles
- In 2018 we were the fastest growing city in Canada, and 18 to 34 year olds are our fastest-growing cohort
- The City and County together comprise over 141,000 residents
- We are home to three outstanding post-secondary institutions: Trent University, Fleming College and the Seneca College's School of Aviation
- Sport, recreation and cultural tourism combine to attract 3.14 million visitors annually
City of Peterborough brand
Peterborough is a community of doers and dreamers. We are resourceful and creative. We are proud to call Peterborough home, and we passionately support our community. We help one another, and we have the confidence to think and do things our own way.
Peterborough is a one-of-a-kind place, located on nature's doorstep. We have many trails and parks within the city, as well as easy access to the lakes and beauty of cottage country. We are close enough to major centres like Toronto and Ottawa, yet far enough to be an independent city with our own soul.
We offer a balanced lifestyle that includes a growing community of entrepreneurs, a hip downtown, and year-round events and festivals.
Current Sponsors
The City of Peterborough would like to recognize these sponsors for their important contributions to the community.
Sponsorship Policy
In July 2021, City Council approved an updated Sponsorship Policy.
Sponsorship Asset Inventory | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Appendix A of Sponsorship Policy 0036
Arts and Culture Sponsorship: Exhibition, Art Gallery of Peterborough
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