Sponsorship Policy

Each year, National Bank supports hundreds of Canadian organizations through its sponsorship program.

Our objective is to foster partnerships with organizations that have a strong socio-economic influence in Canada, while ensuring a positive impact on the Bank’s brand image and business development.

Sponsorship policy

National Bank has a rigorous sponsorship policy in place to ensure that each request received is given due consideration.

The Bank gives priority to sponsorships that correspond to its values and strategic objectives and that reach out to its core target groups. To help you prepare your sponsorship request, here are some of the questions that your request should address.

  • Would you offer exclusivity in the banking sector?
  • Does your sponsorship proposal give the Bank visibility beyond having our logo displayed?
  • Would the Bank have optimal opportunity to interact with your clientele through this sponsorship?
  • Is your sponsorship request associated with one of the Bank’s preferred sectors?
    • Tennis
    • Youth
    • Entrepreneurship
  • Do you have statistics on the event or organization for which you are making a sponsorship request? By statistics, we mean survey results, attendance numbers, quantitative description of participants, etc.
  • How would you describe your client reach (geographic base, scope, demographic range)?
  • Do you envisage a role for Bank employees in this sponsorship?


In order to be fair and disciplined in our approach, we have decided to exclude the following from our sponsorship policy:

  • Requests from individuals (for personal benefit)
  • Golf tournaments
  • Support for professional and amateur athletes, except through the Fondation de l'athlète d'excellence du Québec
  • Amateur sports teams
  • Activities held outside of Canada
  • Projects related to a political party, a candidate of a political party or a lobby group
  • Graduation balls and albums
  • Feasibility studies
  • Trips and excursions
  • Advertising and public relations campaigns
  • Videos and books

Management of sponsorships

Sponsorship requests are examined on the basis of a strict, well-defined process, which is why the Bank has developed a checklist that enables it to assess the relevance of each sponsorship in relation to its business objectives. We apply the following principles:

  • Only one financial contribution to any one organization in a given year
  • Sponsorships are not automatically renewed from one year to the next (unless there is a long-term agreement), and all new requests must be evaluated on their own merits
  • The long-term viability of an event, how effectively it is managed, and the soundness of its financial management are also important aspects in allocating sponsorships

Allow a minimum three-month period (90 days) for the analysis and evaluation of all sponsorship requests made to National Bank.

Sponsorship of amateur athletes

National Bank does not directly sponsor any amateur athletes. Since 1993, the Bank has been providing financial support to the Fondation de l'athlète d'excellence du Québec through the National Bank Bursaries program, which aims to help promising young athletes rise to the top of their field and athletes at the end of their careers who want to return to school.

Please consult www.faeq.com for additional information.