Council seeks corporate sponsor
As sports fans across the Western world will be able to testify, selling the naming rights to a particular venue or stadium can bring in much-needed cash.
But it appears corporate sponsorship for significant landmarks and buildings is no longer simply the preserve of the English Football League and America's NFL, after a local authority admitted it was considering a similar money spinner.
It means buildings within Cheltenham Borough Council's portfolio could join the likes of Arsenal's Emirates, York City's KitKat Crescent, and America sports stadia Heinz Field and Dick's Sporting Goods Park - home to NFL team the Pittsburgh Steelers and MLS side Colorado Rapids, respectively.
During a recent cabinet meeting, the West Country authority agreed that the introduction of a proposed Advertising and Sponsorship policy and procedure be approved.
It stressed that "all sponsorship and advertising must fall within the policy", designed to be sensitive to the local landscape.
A report prepared for members said: "The council currently has an ad hoc approach to sponsorship.
A more structured, committed and commercial approach to the advertising and sponsorship of the council's assets will generate a new revenue stream, support the maintenance of existing assets and can provide synergies between the council's corporate aims and objectives and the advertising needs of external organisations."
The report said the council has "a wealth of assets" that can be "utilised to generate sponsorship and advertising opportunities" designed to reduce the cost of service provision.
Initial suggestions are for sponsorship of car parks, boundary signs, street light pennants, roundabouts, gardens, open spaces and buildings, the report added.