Cash-strapped L.A. schools seeking corporate-naming sponsors for athletic fields, other facilities

Corporate sponsors could soon be adding their names to L.A. school athletic fields, auditoriums and other campus properties.

The Los Angeles Unified Board of Education moved forward Tuesday on plans to seek corporate sponsors as a means of generating revenues.

Under the approved rules, the district superintendent could ink agreements up to $500,000, with school-board approval required for larger amounts. Sponsors would not be able to sell or market specific products to children; instead, they would have “branding” opportunities.

Examples could include signs on scoreboards or naming rights to auditoriums or athletic fields or a brand name on a drum purchased with a corporate donation.

“Let me tell you, this is all advertising,” L.A. schools Supt. Ramon C. Cortines said, adding, “we’re not going to put advertising where it offends.”

He added that efforts would be made to share the money generated by sponsorships equitably among schools.

Some are concerned. “I’m uncomfortable with this,” said board member Steve Zimmer, who explained that he cast his vote supporting sponsorships in the wake of state budget cuts because “the public is not funding public education in California.”

One estimate put potential annual revenue at $18 million, but Cortines cautioned that such expectations might be overly optimistic. The district already was able to preserve some sports programs with a fundraising effort that netted about $1.5 million.

“We’re asking for help from our corporate community,” said board President Monica Garcia. “We’re trying to get help.”

ALSO:

Two busted in Craigslist robberies

McKinley parents allege intimidation

Distracted driving at 'epidemic' level, says Glendale mayor

-- Howard Blume

Comments

[August]

The state has given so many kids lifelong, life-limiting criminal records of make-believe crimes created out of thin air that it doesn't matter if they graduate from high school; they'll never be able to get a job anyways.

[hairy carrion]

Which means, what? That the corporate entities will now have even more influence over the school system?

How does this help?

How about taxing the corporate entities their fair share?

[Chris]

HOW ABOUT MEXICO??????

[J.Thur]

All I will say is wow, L.A. is now selling its soul to the highest bidder....

Devil: Please sing your life, I mean name right here

L.A.: I'll sign whatever you want me to, are you selling anything else?

WHAT a joke

[oooter]

so tired of corporations ruining youth culture --- in fact i feel sad for kids who have to grow up in this age where they are targeted 24/7 --
America For Sale .... will nobody stand up against corporate influence ?
what about the Supreme court? oh right ... THEY CAVED IN TOO!!

[Ironica]

I'm concerned about who the sponsors would be. I mean, if New Balance wants to sponsor the football field, well, okay. If McDonald's wants to sponsor the cafeteria... ugh, no.

But the bigger issue is... whoever pays for it, owns it. If WE, the residents of the community, city, and state, pony up the cash to run great schools, we also have a strong say in how they're run. But what happens when a couple of $500,000 corporate sponsors let the school board know who they think should be the superintendent?

[Rick London]

This is not a structural solution and comes with significant unintended consequences.

[Jake Orlando]

I suggest the Board watch "Idiocracy".

"Hi, I'm Principal John Chevron® Carl's Jr.® Smith, how can I help you?"

[Here we go again.]

LAUSD screws up the schools now they want private/corporate money to screw up also. Let's get some real professionals to head up our schools not a bunch of people who waste our tax dollars.

[Sigh Co]

I'll agree to it only if Ramon Cortines gets a corporate logo tattooed on his posterior.

[Chris]

long overdue. I am always amused at how people get their panties in a bunch about advertising when commerce is the engine that drives our standard of living. kids should learn about commerce as early as possible if they want to know how to earn their share. it is not dirty that companies need to brand and it is not selling your soul to cut a deal with them. this is easy money sitting there for the schools. take it.

[MojaveRob]

We're loosing our idenity each time we accept corporate sponorship. But the schools need money and it's not going to come from the taxpayers, we're fed up.

[Michael Lindman]

This is a great idea, make it a tax deduction for companies in order to provide a better education to students. This will look great for a companies good will and make learning environments at schools a much better place.... new books, better facilities, better teachers where are the cons?

[Go with it...]

Business should be involved and wants to be involved. After all, they will be hiring these kids after the graduate (hopefully) from high school, community college and university. Business should have a say, even if it means funding a stadium (although I would prefer a science or math lab). The state and unions have too much control and are shutting out people who want to help. And given that California is 48th in the nation in education, should we really be turning down funding from sources that can help our kids succeed? I think not...

[Bob]

No. This is a big mistake. We should not allow corporations to splash their names on our schools.

Outside of schools, we used to have Dodger's Stadium, The Coliseum, and Angel's Stadium. Now, we have Staples Center, The Home Depot Center, the Nokia Theater. This is a shame.

[adamz]

fire some teachers and administrators....

they have ruined these schools

[myla seidel]

What happened to all the lottery money that was hyped for the schools when it first started? I know teachers that spend their own money on class room supplies. Why should the public fund public education? Doesn't our tax dollars go to that? I hope our new man in sacramento puts money into our schools.

[shadowpark]

awesome! this pe class brought to you by mc donalds!
This math class brought to you by jack daniels!

[MrsM]

A number of teacher bashers have commented on this article. You are obviously not teachers and don't know what you're talking about. I challenge you to spend a month (or even a week) teaching at any LAUSD school. You'll soon be changing your tune. In general, teachers are not the problem. There are certainly some bad teachers in LAUSD; however, most are hardworking individuals who are victims of a horribly disorganized and inefficient school system that cripples their ability do their job effectively.

[Lorelei Shark]

This plays right into the hands of the GOP. The Supreme ones have declared that corporations are people. The largest corporations in the country are refusing to loan money, hire nor grow their businesses - they are sitting on $trillions. They funded and bought the GOP in our last election... crafting the new tax bill that just passed - giving them and their businesses, hundreds of $billions in tax breaks. They want MORE... they are requiring Obama to further deregulate their businesses and give them more reassurances before they are willing to spend a dollar to help the citizens of our country. To add insult to the tremendous injury... they are now going to fund our public education? What are we paying taxes for if not to educate our children without outside interference. All this means is that corporations will have power over what is taught in our schools. With the direction our country is heading - I can just see it now. Creationism taught next to that other scientific theory. Abstinence taught instead of reproductive education. Arts and Physical education will give way to skills classes - because the children in public schools will be the poorest, who can only succeed in a skilled labor force. The next step is to cut the minimum wage so these corporations won't have to go out of their way to find cheap labor - they can find it right here at home. I'm so disillusioned that I just don't know what I can do. I see myself as an activist - but my power has been rendered non-existent.
There is no more power to the people. This is a very sad day.