With cities across the country facing continued budget shortfalls, many have opened their minds (and communities) to branded sponsorships. Now, brands can do much more than just adopt a highway. If the price is right, they might get naming rights to streets, sidewalks, public spaces, and more. For cities, the revenue helps them afford infrastructure improvements or meet their budget demands. For marketers looking for new ways to break through the media clutter, it means a world of new opportunities

Recently, the City Council in Irving, TX unanimously approved Kraft Foods' bid to become the official sponsor of the demolition of Texas Stadium. Kraft will pay $150,000 in cash and products to Irving charities in what they are dubbing the Kraft Macaroni & Cheese “Cheddar Explosion.”

Of course, we can’t forget the Kentucky Fried Chicken “Re-Freshed” Pothole campaign from last March. In what was hailed as a pilot infrastructure-renewal program, KFC repaired potholes in five major cities across the U.S. to promote their new menu addition.

For the most part, these civic-branding opportunities appear to be a win-win situation, giving brands exposure in exchange for precious city revenue. But, without contextual relevance or a real connection between the brand and what’s being sponsored, it just doesn’t work as well.

Let's see, fried chicken and potholes? Macaroni and cheese and an imploding stadium? They seem more than a little forced. Just like traditional advertising helps communicate a brand’s point of difference, your sponsorship should do the same. For example, if Tabasco were to sponsor branded fire hydrants, you’d understand the product benefit, and it would be memorable.

Don’t get me wrong. I applaud any company for thinking beyond the standard media rate card, but I believe brands that are smarter and more creative about what they sponsor will be the real winners.