U1.09 — Methods of Raising Business Public Image (Corporate Sponsorship and Donations)
Overview
Dotpoint 9: Methods of raising business public image
This dotpoint focuses on two common methods of raising a business’s public image:
- Corporate sponsorship
- Donations
Both methods aim to build trust, create positive associations, and show the business is supporting the community — but the key difference is whether the business is receiving agreed promotional benefits in return.
1) Corporate sponsorship
What it is
Corporate sponsorship is when a business provides money or support (cash / services / in-kind) to an event, club, venue or program in exchange for agreed promotional benefits (e.g., naming rights, signage, mentions, tickets, media exposure).
Why it improves public image (benefits to the business)
- Trust + positive association: the business “borrows” the good reputation of the team/event/venue.
- More awareness: repeated exposure through logos, signage, social posts and media.
- Targets the right audience: reaches specific groups (families, sports fans, locals, music lovers).
- Community credibility: shows the business is supporting something public-facing in WA.
- Stronger relationships: helps build connections with councils, venues, clubs, schools and charities.
WA sponsorship examples
Major stadiums / venue naming rights
- Optus Stadium (Perth Stadium): Optus secured stadium naming rights (high-visibility public association).
- RAC Arena (Perth Arena): RAC renewed naming rights through to 2030.
- HBF Park: naming rights partnership extended through to 2027.
- Mineral Resources Park (Lathlain Park / West Coast Eagles base): naming rights deal branding the facility as Mineral Resources Park.
Events (naming rights / principal partner style)
- Chevron City to Surf for Activ (Perth): Chevron is the naming rights partner.
- City of Perth Christmas Lights Trail: Rio Tinto committed funding as principal partner (family-friendly, high visibility).
Sporting teams (high visibility)
- Fremantle Dockers: Woodside has been a major sponsor/partner (strong public association through AFL coverage).
- West Coast Eagles: multiple long-running corporate partners/sponsors used for brand exposure and community credibility.
- Perth Wildcats: sponsorship partnerships create repeated exposure through jerseys, courtside signage and media.
2) Donations
What it is
A donation is when a business gives money, products, services, or time to a cause or community group
without a formal “you must promote us” agreement.
In reality, donations often still improve public image because the community notices the support and links it to the business.
Why it improves public image (benefits to the business)
- Reputation + goodwill: people prefer businesses seen as helping the community.
- Customer loyalty: customers feel better supporting a “good corporate citizen.”
- Staff pride: boosts morale and can improve retention.
- Community support (especially regional WA): strengthens the business’s “social licence” to operate.
Real WA donation / community-funding examples
✔ HBF Run for a Reason (Perth): in 2025 it raised over $2 million, supporting 350+ charities.
✔ Pilbara Safe Spaces program: corporate funding support (e.g., BHP and Fortescue) tied to community outcomes.
✔ Foodbank WA (Bunbury project): Minderoo Foundation committed a $1 million donation to help build the South West food relief hub.
✔ Woodside community funding (WA): Woodside announced $50 million in funding to support the redevelopment of Roebourne District High School and Perth Concert Hall.
Quick Comparison
Sponsorship vs donation
-
Sponsorship = exchange
The business gives support and gets promotion/benefits back (e.g., naming rights, signage, tickets, media mentions). -
Donation = giving
The business supports a cause without a formal promotional contract, but still often gains goodwill and reputation benefits.
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Biz Fact: Telstra partners with the AFL and runs Telstra Footy Grants to fund local clubs — launched in 2024 with an $8 million investment over 4 years.