FAQs and Guidelines: Endorsements, Advertising and Sponsorships

The following frequently asked questions and guidelines are designed to promote better understanding of the policy and to provide additional information about specific scenarios, how to handle them and whom to contact for assistance. The information is not a substitute for consulting the policy or understanding its contents.

ENDORSEMENTS

What constitutes an endorsement? 
An endorsement is any act or statement that implicitly or explicitly gives public approval or preference by Michigan State University to any company, product, platform or service.

1. Statements of fact are not endorsements
   1. Example: “Michigan State uses X products for its Student Information System.”
2. Statements of an evaluative nature, positive or negative, are endorsements
   1. Examples:“This software solution is the best on the market.”
   2. “Michigan State uses X partner for X service. We’ve found problems with other options we’ve tried.” 

I want to provide a testimonial in a personal capacity, and I want to be able to identify who I am professionally and where I work. Can I do that?
Employees who wish to provide a testimonial for a company, platform, product, or service in a personal capacity need to take steps to ensure their statements are not mistaken for an endorsement by the university. This requires making it clear you speak only on your own behalf and, if you include your title, providing the following disclaimer: “Title provided for identification purposes. The views expressed are thos of the individual and do not necessarily represent those of Michigan State University.” In these cases, employees should not wear apparel featuring university colors or trademarks, and no items with university trademarks may appear in video or photo testimonial images.

I’ve been asked to provide a reference regarding a service provider. Is that allowed or is it considered an endorsement?
It is common in some business categories to be asked about your experience with a service provider. A personal conversation (phone call, emails) detailing the experience for another individual/institution considering the provider is allowable and not considered an endorsement under this policy.

It's common in my industry for professionals to be involved in case studies published by companies about big projects. I feel like that’s great exposure for the university. Can we do that?
This is possible, but there are limits on the university’s/your involvement and previously published case studies may not be good examples of best practice. Employees who receive a request from a company to feature the company’s work with the university in a case study, press release, video or other materials should contact University Communications for guidance at comms.contact@msu.edu.

A company wants to feature me/the university in a press release. Is that allowed?
Much like case studies, there are many factors to consider. Please contact University Communications for guidance at comms.contact@msu.edu.

SPONSORSHIPS 

What is a sponsorship?
A sponsorship is a relationship with an entity where that entity provides money, goods and/or services to the university through a college, school, department, unit or student organization, and in return, the entity receives acknowledgment and/or benefits. Sponsorship differs from charitable gifts, which are provided without expectation of tangible Benefit.

Can my unit/department/student organization accept sponsorships for an event or program?
Yes. Sponsorships are often used to help cover the cost of events and programs. Your unit may opt to establish and publish sponsorship opportunities that meet the definition of de minimis sponsorships to allow sponsorship without individual sponsorship agreements. These sponsorships are $2,500 or less in the amount received by the university unit, provide total assets to the sponsor valued at $5,000 or less and provide only acknowledgement (without advertising) may be entered into without a written sponsorship agreement. No use of university trademarks, logos, images or icons may be included with de minimis sponsorships. These sponsorships should follow all unit business procedures and must meet all conditions outlined in the Endorsement, Advertising and Sponsorship policy. In the case of registered student organizations, advisors should approve published sponsorship materials. If your sponsorship does not fit this description, you will need a sponsorship agreement.

How do I approach an event or program sponsorship that requires a Sponsorship agreement?
New sponsorships could require written agreements for different reasons. If your unit is working with a corporation on a sponsorship greater than $25,000, please connect with Corporate Relations in University Advancement. For all other sponsorships requiring written agreements, units may contact University Licensing Programs for guidance. Sponsorship agreements should be reviewed by General Counsel and routed to the Vice President for Marketing, PR and Digital Strategy for signature.

Can any business be a sponsor?
No. This policy exists in part to support the university’s mission, safeguard the value and integrity of the university’s brand and protect the university’s reputation from harm. As a public institution MSU is prohibited from accepting sponsorship from certain business categories and the University reserves the right to decline any sponsorship arrangement with an entity or product that does not align with its values and standards. For the most comprehensive list of prohibited sponsorships, see section IV of the Endorsement, Advertising and Sponsorship policy.

Do all sponsorships require financial contribution?
No. Many sponsorships are financial, however in-kind or value-in-kind sponsorships allow sponsors to provide products or services in lieu of cash as part of their sponsor agreement. Example: a local printing company provides printing of event programs in exchange for acknowledgement as event sponsor via placement of its logo on event banners, etc. The MSU Manual of Business Procedures addresses this type of gift in section 315.

How may sponsors be acknowledged?
Sponsor acknowledgment may include but is not limited to sponsor logo on event or program materials, event banner, inclusion in a program presentation or inclusion in event website (a hyperlink to the sponsor’s primary website is allowed.) Inclusion of corporate sponsor logos must include a clear statement of sponsorship. Examples include:

• “This event made possible through the generous support of our sponsors.”
• “This program is supported by X.”

Avoid using the words “partners” and “partnership” to refer to Sponsors. These terms imply a legal and financial relationship with shared risk.

Are sponsorships the same as advertising?
No. They are different. Advertising is any messaging or material that is broadcast via publication, display, transmission, distribution or other means and has as its primary intent the promoting or marketing of a non-university product, service, event or organization. Advertising includes messaging like price information, savings and value statements, testimonials, comparative or qualitative language, calls to action, and inducements to buy, sell or use a particular product, company or service.

ADVERTISING

Is advertising the same as sponsorship?
No. They are different. Though some sponsorships include sponsor advertising as part of the agreement. Advertising is any messaging or material that is broadcast via publication, display, transmission, distribution or other means and has as its primary intent the promoting or marketing of a non-university product, service, event, or organization. Advertising includes messaging like price information, savings and value statements, testimonials and Endorsements, comparative or qualitative language, calls to action, and inducements to buy, sell or use a particular product, company or service.

Is outside advertising prohibited in MSU materials, channels, websites, etc.?
MSU permits advertising in university communications and venues only in accordance with the Endorsement, Advertising and Sponsorship policy and its provisions. Units exploring the sale of advertising to non-university entities outside a sponsorship agreement for placement in university print or digital communications, including websites, digital displays or signage, should contact the VP for Marketing, PR and Digital Strategy or Senior Strategic Partnership and Brand Manager via comms.contact@msu.edu. These requests may require additional review.