Sponsored roundabouts policy earns Bradford Council £128k a year

Bradford Council’s policy of allowing businesses to pay for sponsorships of roundabouts and grass verges has seen the local authority bring in £128,000 a year.

With business advertising now present on almost 70 highways verges and roundabouts across the council district, Bradford Council has been able to use the additional funds received to support and maintain the city’s parks and green spaces.

Councillors are now looking to approve a new sponsorship procedure to see the scheme expanded.

As part of their request to expand the scheme, they have pointed to the impact these sponsorship arrangements are having in offsetting the squeeze on budgets for Bradford’s parks.

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The new procedure being suggested will update a policy that was first introduced in 1993.

It has seen small advertising boards installed on prominent roundabouts and traffic islands through the district.

Councillors will bring their updated policy request to Bradford Council’s Regulatory and Appeals Committee, with a desire to ensure that the original, now ageing, policy doesn’t fall foul of newer planning or highways laws.

It would also give guidance for allocating new locations for sponsorship boards.


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