These guidelines will help you to apply for sponsorship from VicRoads.

First, read about VicRoads and what we do. This will help you determine if your event or project is likely to align with our goals.

Then read these guidelines. By submitting an application, you will have agreed to the terms and conditions of these guidelines.

Finally, read the how to apply for sponsorship section to see what you need to include in your application.

Types of sponsorship
Sponsorship stakeholders and target audiences
Sponsorship objectives
Sponsorship selection process
Responsibilities of sponsored organisations
What we will not sponsor
Conditions of funding

Types of sponsorship
Sponsorship is a business relationship between a provider of funds, resources or services and an individual, event or organisation. It offers in return rights and association that may be used for reputational advantage in return for the sponsorship investment.

Sponsorship does not include:

• a donation, for little or no return
• funds for capital works, amenities or equipment, or to pay the salary of a project officer, unless promotional or educational benefits are a significant component
   

Sponsorship stakeholders and target audiences
Our stakeholder and target audience groups can be categorised according to several different criteria.    

Download larger version of sponsorship wheel [JPG, 430KB]

Sponsorship stakeholders are important to the ongoing success and implementation of our sponsorship programs. Target audiences are groups or individuals we have identified as integral to the sustainable growth and development of our business.

All stakeholder categories should be considered when assessing sponsorship opportunities. Many of these categories may overlap.

We select sponsorships that provide a balance of depth and breadth across our target audiences and stakeholders.

Sponsorship objectives
We aim to develop a portfolio of sponsorships that meet one or more of the following objectives:

• support our purpose
• promote sustainable transport modes
• improve road safety for all road users
• shift the broader community’s attitude toward road safety
• enhance community and stakeholder engagement
• actively contribute to cross-government customer services and community initiatives
• find and keep the right people with the right skills
• maximise organisational capability through working with others
• foster leadership and innovation at all levels and in all roles
  
  

Sponsorship selection process
We assess each application against our sponsorship objectives. Where funding is available, proposals that meet our selection criteria will be recommended for approval. 

You may need to attend a briefing with us to discuss details of your application. This may or may not result in a successful application. 

Even if a sponsorship application fits our criteria, we have complete and final discretion in the decision to undertake any sponsorship. Unfortunately, the number of applications always exceeds the funds available. Worthwhile programs cannot be guaranteed support regardless of merit.

Sponsorship principles/selection criteria

• We will only sponsor activities that are consistent with our objectives and functions as provided under the Transport Act 1986, and any other relevant legislative objectives
• Each sponsorship will include clearly stated objectives and measurable deliverables
• Each sponsorship should aim to deliver a strong return on investment (ROI) for VicRoads by providing appropriate media and sponsorship leverage opportunities according to level of investment
• Sponsor applicants must be located in Victoria – unless it is an Employer of Choice sponsorship
• We seek balance in our sponsorship portfolio, with a combination of commercial, community and employer of choice focused sponsorships
• Servicing of a sponsorship should not require a significant use of our resources
• Where possible, sponsorships will deliver opportunities for employees to participate
• All sponsorship applications – including community-based requests - will be assessed by a VicRoads specialist branch
   

Responsibilities of sponsored organisations
Successful applicants enter into a formal agreement or contract that details the mutually agreed sponsorship conditions. This agreement includes:

• benefits
• time lines
• reporting and evaluation requirements
• quantified audience exposure

Agreed benefits are to be delivered by successful applicants according to the terms of the contract or agreement.

We have final approval of any promotional or advertising item that refers to VicRoads, the sponsorship, or use of our image. Use of our image for projects, events or organisations that are not part of the sponsorship is not permitted unless approval is given. Examples include, but may not be restricted to, reference to VicRoads in or our image on: 

• advertising copy
• press releases
• editorial mentions
• displays/signage
• publications
• promotional information
• speech notes
• website content

 
Where appropriate, we seek the opportunity to use your media, mailing and other communication channels and networks by supplementing the sponsorship activity with relevant, select VicRoads messages. If your application is successful, we will require prompt access to your project, event or sponsorship personnel.

What we will not sponsor

• Activities where the audience/participants are irrelevant to our target market
• Organisations with direct links to political or religious groups
• Organisations with direct links to tobacco, negative impacts on health or the environment, or associated with risk-taking activities
• Events/projects with a large number of sponsors or conflicting sponsors – making it likely that VicRoads brand and messages would be easily lost
• Events/projects conducted outside Victoria, or organisations proposing activity relating to the sponsorship outside Victoria
• Events/projects that are inconsistent with our image and key messages
• Events/projects with existing or proposed sponsors that are inconsistent with our image and key messages
• Projects, events or organisations undertaking high-risk activities or with poor occupational health and safety performance
• Sponsorship that conflicts with, or is too similar to, an existing VicRoads sponsorship
• Retrospective sponsorship of any project, event or organisation
• Events, projects or organisations that expose us to reputation or financial risks

Conditions of funding

• Only applications complying with the requirements outlined in the how to apply for sponsorship section will be accepted. The application will become the sponsorship offer.
• During the review process we may negotiate the terms of the sponsorship with you to ensure the final agreement maximises our investment and outcomes.
• No application shall be accepted, or deemed to have been accepted, unless and until the applicant and VicRoads have entered into a written sponsorship agreement. No comment by any officer or employee of VicRoads or any other fact or circumstance affects this position).
• Our decision will be final regarding funding decisions under our sponsorship program.
• We will notify you in writing of the outcome of your application.
• We may, but shall be under no obligation to, give reasons for not accepting the application.
• Applicants are responsible for all costs incurred in submitting any application and any subsequent presentation, including the supply of additional supporting materials requested by us.
• All information submitted is treated as confidential. Personal information collected in accordance with an application will be used for the purpose of assessing the application and, if successful, the administration of the sponsorship.