Naming Policy

Owner: Vice President For Global Engagement
Approved by: University Leadership Team 01 May 2024

Contents

1.0 Introduction and Purpose
2.0 General Principles Definitions
3.0 Naming Recognition in Relation to Philanthropy
4.0 Naming in Relation to Individuals of Distinction
5.0 Naming in Relation to a Corporate Sponsorship Agreement

Appendix 1: Terms of Reference for Naming of University Assets Working Group

1.0 Introduction and Purpose

1.1.    University College Cork intermittently receives requests to name buildings and spaces in honour of a significant contribution, and as a global research-intensive civic university UCC recognises the potential value of naming its assets. These assets include tangible and intangible assets. Tangible assets include but are not limited to, its buildings, internal spaces (such as rooms, laboratories, lecture theatres, floors, wings), its facilities, external public spaces. Intangible assets include activities such as academic or administrative posts, academic programs, lecture series, administrative units, scholarships, and prize funds. It is noted that a named prize or scholarship adds gravitas to a student award which not only enhances the individual’s CV or record of attainment, but also gives a level of satisfaction to a donor, especially if the gift is presented in-memory of a loved one. The principal motivation, however, to consider a naming opportunity is that UCC wishes to recognise a significant contribution to the institution by an individual, a group or an organisation. This contribution may be through philanthropy, exceptional leadership, academic excellence, or outstanding achievement in a particular field. This policy also includes a naming opportunity negotiated and agreed through a commercial sponsorship contract.

1.2.    By deciding to use a naming opportunity to recognise an individual of high distinction with close current or historical associations to UCC, it can be an occasion for engaging with staff, students, and communities to enhance the relationship the university has with its environment and the values we place on inclusion and diversity.

1.3.    University College Cork is not obliged to name any particular asset. Philanthropy and other non-exchequer income are important income streams to help UCC deliver its strategic ambitions. Recognising donors, through naming opportunities, is a mechanism to recognise their contributions, show our pride that the donor has chosen UCC among their giving priorities, and embed a culture of philanthropy across campus to help inspire others to give and leverage more support in the future. Similarly, there are occasions when an organisation enters into a sponsorship contract for brand recognition or other benefit, and an asset may be named. The implementation of this policy will be guided by general principles that are mindful of our history and how the university’s mission and values will be perceived by current and future generations. Each naming, or re-naming, of an asset requires careful consideration and should not be based on a strong sentiment that may change over time.

The purpose of this policy is to:
1.4.    provide a framework to ensure that naming decisions are made, utilised, and administered in a coherent and consistent way in line with university objectives including supporting a culture of philanthropy and preserving the university’s heritage and aligning with the university’s values

1.5.    establish the processes and criteria for approval of naming decisions, the duration of naming recognitions, and the revocation of a naming recognition

 1.6.    ensure the rationale for naming recognition decisions can be clearly articulated to any person or organisation seeking the naming of a university asset

1.7.    oversee the appropriate utilisation of naming opportunities.

This policy applies to all tangible and intangible assets including subsidiary companies. It will apply where:
1.8.    UCC has received a high-level philanthropic gift and UCC wishes to recognise the generosity of the donor (see part 3)

1.9.    UCC wishes to name an asset after an individual of distinction where there is no connection to philanthropy (see part 4)

1.10.    UCC enters into a sponsorship contract with a company to name an asset (see part 5).

2.0 General Principles Definitions 

Definitions

2.1 the 'Name' of any asset of the university shall be the form of identifying title applied to it (or
being considered) by the university;

2.2.    'Naming' shall include the application, retention, deletion, revocation or change of any name or part of a name of / to any asset of the university;

2.3.    'Proposal to name' is any circumstance of request or enquiry, formal or informal, regarding the naming of an asset of the university;

2.4.    'the university' shall include all the historic identities of UCC, the university’s component parts (whatever their function), and subsidiaries;

2.5.    'Functional Area' shall include all academic, research, teaching, administrative and commercial elements of the university, however described, titled, or organised.

General Principles

2.6.    All potential naming opportunities, whether in recognition of philanthropy, to honour an individual of distinction, or to approve a proposed sponsorship contract will be considered in the first instance by a Naming of University Assets Working Group (see Appendix 1) who shall be responsible for this policy. After considering the naming of an asset the Working Group will make a recommendation to the Resource, Finance & Infrastructure (RFI) sub- committee of ULT for consideration before onward submission to ULT for approval. The President will inform Governing Authority of all decisions relating to tangible and intangible assets.

2.7.    In exceptional circumstances the naming of an academic School, Centre or Institute may be considered providing a full risk assessment has been considered.

2.8.    No Functional Area of the university shall have absolute rights or veto over the name of an asset, or the use of any asset resulting from any name applied to that asset.

2.9.    Individuals or organisations after which university assets are proposed to be named must be of such a reputation and standing that an association with that individual or organisation would not reasonably compromise the university’s reputation, mission, priorities, values, guiding principles, autonomy, integrity, or legal compliance. Any naming recognition on a physical asset must comply with any legal existing agreements, such as wider funding agreements, or limitations imposed by Cork City Planning authorities. The proposer will
 
provide sufficient information on the proposal and the Naming of University Assets Working Group will seek due diligence from UCC.

2.10.    Assessment of a naming proposal shall consider the long-term appropriateness of a name. No name shall be approved that will imply the university’s endorsement of a political or ideological position nor a specific commercial product.

2.11.    Buildings & Estates Office shall be responsible for managing the commissioning, production, and installation of signage of any kind, in accordance with university policy and normal procedures. Any naming recognition signage will be in line with the university’s corporate identity and brand guidelines. Logos of supporter organisations will only be included when not in detriment of the university’s brand.

2.12.    Decisions under this policy are strictly confidential until the university approves the decision and makes an announcement/ communication to the university community in respect of the naming. The university is not obliged to mark the naming of an asset with a public communication or event. UCC also reserves the right to decide on the format (whether public or private), timing, nature, and extent of any communications regarding the naming of an asset. University staff and students will usually be informed through internal e- communications channels in advance of a public communication or press release.

2.13.    Decisions under this policy are independent of appointment, admission, curriculum, and other academic and business decisions.

Revoking a naming decision: the university reserves the right to revoke a naming decision if the retention of the name would be prejudicial to the university's reputation, or if the name ceases to be consistent with the general principles which are outlined in this policy. Where the university wishes to consider revocation of an existing naming recognition, this will be considered by the Naming of University Assets Working Group, RFI, and approved by ULT. The President will inform the Governing Authority.

Process and procedure

A proposal to name any asset of the university may be made by any member or unit of the university, any member of the wider university community, or by any external person or organisation through discussions with the university.

2.14.    Each naming shall attempt to achieve a close match between the perceived value of the asset and the perceived importance or impact of the asset.

2.15.    The university shall define the duration of a naming as it deems appropriate.

2.16.    A naming arising from philanthropy shall have a gift agreement in place. A naming arriving from corporate sponsorship shall have a corporate sponsorship agreement in place.

3.0 Naming Recognition in Relation to Philanthropy

This section of the policy is relevant when the university decides to acknowledge a philanthropic benefactor (an individual, trust/foundation, or company) in recognition of high-level funding as part of the cost of a new building, refurbishment of a building, an academic post, scholarship, lecture series etc.

3.1.    Cork University Foundation is UCC’s preferred vehicle to bring in philanthropic gifts. Functional Areas should contact Alumni & Development in relation to all potential philanthropic gifts in the first instance as per UCC’s Fundraising Policy. Once a gift is confirmed Cork University Foundation will refer a proposal for a naming opportunity to the Naming of University Assets Working Group for consideration.

3.2.    Gift agreements will be in place for all multi-year donations.

3.3.    Where naming opportunities are identified at the outset of a project (e.g. for a specific capital project) these will form part of the fundraising strategy for that project.

Process

The Alumni & Development Office (A&D), working with relevant colleagues, will confirm the circumstances where UCC may wish to recognise the generosity of donors via an appropriate naming.

In determining the appropriateness of a naming opportunity, the following factors will be considered:

3.4.    Does the level of the gift meet the gift level guidelines?

3.5.    The appropriateness of associating the donor’s name, or the preferred name suggested by the donor, with the university. Gift discussions reaching this stage of development will already have been through a due diligence process; conform to UCC’s Fundraising Policy and been considered by the President and donations review group in terms of the acceptability of the source of funding, and any reputational risk identified which may be relevant to a naming opportunity will be reflected in the decision.

An appropriate range of donation levels where UCC may wish to recognise a donor are:
3.6.    Capital gifts for new buildings: the value of the donation should meet a minimum of 50% of the estimated cost of the building/facility, or of the outstanding amount which needs to be raised to make the project viable. However, an amount ranging from 35% to 70% may be considered appropriate depending on circumstances. A more flexible approach may be taken for the naming of existing buildings/facilities with the estimated current value of the building as an appropriate starting point for the above percentage guidelines.

3.7.    A naming proposal for ornamental features, such as landscaping, sculptures, courtyards, would require the gift to cover the full costs of the feature and a contribution to a maintenance fund at a level agreed with Buildings & Estates.

3.8.    For new academic/post-doctoral posts etc, which are not already built into the University’s financial plans, the donation level should normally meet the full salary, including expected pay awards/increments, and direct associated costs. The post needs to be created for a minimum of three years to carry a naming opportunity for that period. For existing posts, where the costs are already included on the university’s core baseline, the donation level should normally meet at least 50% of the salary and associated costs and be for a minimum of three years for the naming opportunity during that period.

3.9.    For student scholarships/prizes (whether undergraduate or postgraduate), the university will not normally consider naming recognition for specific student scholarships for donor commitments below €10,000 each year, alongside a commitment from the donor to fund the agreed scholarship programme for the full duration of the undergraduate or postgraduate course in question.

3.10.    Where naming recognition is considered in relation to an endowed gift, invested for an annual return, the estimated annual income from the capital sum donated should broadly meet the annual cost needed for the activity.

3.11.    It may occasionally be appropriate to name an asset of the university in recognition of extraordinary contribution made by a long-standing individual benefactor to the university, where no gift has been made towards the cost of the specific project in question. In this case, the Naming of University Assets Working Group will consider the cumulative amount of the donation and the impact the individual has had on UCC.

3.12.    Duration for naming a capital asset: the guidelines for the term of naming a new asset will be for a minimum of 25 to 50 years or until the asset is replaced whichever comes sooner, after which the university reserves the right to change or remove the name. The donor will be given the opportunity to give another gift to prolong the naming of the asset. Equally the university may consider the strength of the brand and reputational benefit of the existing naming justifies a continuation of the naming with no further gift support. These guidelines apply where a facility has been refurbished, noting that the term of naming may be shorter (especially if it is likely that further refurbishment may be needed within the next 25 years).

3.13.    For naming recognition relating to academic posts, scholarships, and other intangible assets, naming recognition will normally be agreed to cover only the period of time over which philanthropic income meets the guideline contribution levels as set out above. This also applies for endowed gifts, in perpetuity or where a minimum of 50 years for permanent endowments may be appropriate, and a shorter period for expendable endowments, depending on the detail of gift agreements. In all cases (whether endowed or recurrently funded) an indication of the likely duration of naming recognition should be included in gift agreements.

3.14.    Revoking of a naming decision: Both the donor and the university may reserve the right to revoke a particular naming, particularly in the unlikely development of a reputational risk to continued mutual affiliation, but in these highly unlikely circumstances the university has no financial obligation to return any received contributions to the donor. Where the university wishes to consider revocation of an existing naming recognition, this will be considered by the Naming of University Assets Working Group, RFI and approved by ULT. The President will inform Cork University Foundation and Governing Authority.

• If a donor is unable to fulfil agreed gift instalments on a multi-year pledge upon which the naming was bestowed, the university reserves the right to withdraw the specific agreed naming, while seeking to negotiate an alternative and appropriate recognition opportunity with the donor.
• In circumstances where the purpose of the asset in question changes considerably during the agreed period of naming recognition (through the need for redevelopment, or the planned withdrawal from a research/teaching area, for example), reasonable effort will be made to notify the donor or their representatives, and to discuss whether there might be any impact on the intended use of their gift. Every effort will be made to honour the intention of the original gift and to identify alternative appropriate naming recognition opportunities, to address the circumstances in a mutually agreeable way.

3.15.    Process for approval of Naming recognition in relation to Philanthropy: the Alumni & Development Office, on behalf of Cork University Foundation, will collate and forward the naming proposal to the Naming of University Assets Working Group, confirming the criteria covered in this Policy has been met, and highlighting any exceptions. The proposal may then be recommended to the Resource, Finance & Infrastructure (RFI) committee for consideration before moving onward to ULT for approval. The President will inform Governing Authority of all assets named in the university. The Registrar will inform Academic Council in relation to all relevant intangible assets (academic posts, scholarships, prizes etc). Once internal approval has been fully confirmed in line with this Policy, subsequent contact with donors to offer naming recognition may be made by either the Alumni & Development Office, Cork University Foundation, or a Senior Officer of the university. The Alumni & Development Office is responsible for facilitating and managing the written gift agreements, which will incorporate the relevant aspects of this Policy, and for retaining the records on RE NXT.

4.0 Policy And Guidelines For Naming University Assets (Naming Policy) University Co

This section of the policy is relevant when the university wishes to acknowledge a distinguished individual, living or deceased, who has made an outstanding contribution to UCC and/or the wider world, where there is no link to philanthropy or other non-exchequer income. In these circumstances, other options for honouring significant achievements and distinctions should also be considered (such as an Alumni Achievement Award (if the individual is an alum) or an Honorary Degree).

4.2    A naming to honour an individual person must advance the university’s mission, values, goals, and policies.

4.3    The individual honoured should embody achievements or virtues that the university hopes its students would seek to emulate.

4.4    Naming decisions should, especially in this section, seek to reflect the UCC’s commitment to enhance equality, diversity, and inclusion.

4.5    Individuals or organisations after which University assets are proposed to be named must be of such a reputation and standing that an association with that individual or organisation would not reasonably compromise the university’s reputation, mission, priorities, values, guiding principles, autonomy, integrity, or legal compliance.

4.6    Such individuals would not normally be a current student or member of staff at the university.

4.7    Consideration will also be given to any opportunity cost which may be relevant, should the same asset have strong potential for attracting high level philanthropic support or corporate sponsorship.
 
4.8    Not all university chairs will be named and there needs to be a good reason to do so beyond the wish of an incumbent or head of function. If naming an intangible asset, such as a chair, the individual should be of recognisable eminence to the relevant academic discipline.

4.9    A proposal to name a chair should normally come forward at the time it is being created or, if an existing chair, filled. A very strong case would be required should chairs be named during the incumbency of an individual.

Process for approval of Naming and Duration for an individual of distinction:

4.10    Proposals for naming of tangible assets must include a consultation with Building & Estates and if necessary, the Space Committee.

4.11    No contact should be made with any individuals of distinction (or their family, representatives, or descendants) before the proposal has been considered and final approval has been received.

4.12    Naming recognition will usually be confirmed for a period of between 25 and 50 years, or the lifetime of the building.

4.13    Naming of a post: once named, the expectation would be that the designation would endure indefinitely and not be subject to change merely on the wish of any present or future incumbent.

4.14    Once internal approval has been fully confirmed in line with this Policy, subsequent contact with individuals or their family, representatives, or descendants, may be made by either the Functional Area, a Senior Officer of the university or the Alumni & Development Office.

4.15    The Naming of University Assets Working Group and University Archivist will be responsible for keeping a record.

5.0 Naming in Relation to a Corporate Sponsorship Agreement

5.1    There is a difference between Corporate Philanthropy and Corporate Sponsorship. In order to differentiate, donations are generally solicited by the university and accepted as not having to be repaid, do not confer any benefit to the donor, to their company or its products and services and should not attach conditions, with exceptions of donor recognition, and do not give rise to any obligation (contractual or otherwise) by the recipient to the donor. The definition of sponsorship is the payment of a fee or in-kind support by a company/organisation in return for rights to a public association with a UCC activity or asset that is of mutual business benefit. The benefit may include naming an event or series after the sponsor (e.g. Deloitte Global Speaker Series or a named prize); displaying the sponsor’s company logo or trading name (e.g. on banners around sporting grounds).

5.2    Corporate Sponsorship Contracts should be in place for all sponsorships. VAT is not added to a donation but is always applicable on all corporate sponsorship contracts. The Finance Office should be contacted if there is any doubt.
 
5.3    Where naming is undertaken through a corporate sponsorship or company naming rights agreement, the terms will be between 3 to 5 years with provision for either party to terminate the contract or renew the contract at least 18 months before the end date of the agreement. The university will have the right to rename the asset on the expiration of the agreed period of time.

5.4    Where a tangible asset is being named under a corporate sponsorship agreement consideration should be given to “wayfinding” (i.e. orientation and movement around the campus). Plans should consider the cost of signage, its installation and removal at the end of the term, re-doing any associated literature and minimising confusion around re-orientating staff, students, and visitors.

Appendix 1 Terms of Reference

Terms of Reference for Naming of University Assets Working Group

The Naming of University Assets Working Group will review all proposals for naming an asset (tangible and intangible) in the first instance. All proposals shall be dealt with at the best practicable speed, subject to the need to give each proposal an appropriate level of consideration.

The Working Group recommendations will be forwarded to the Resource, Finance & Infrastructure (RFI) committee who will consider the recommendations before onward submission to ULT for final approval. ULT shall direct whether the proposal is accepted, rejected or the submission returned to the Working Group for further consideration and re- submission to RFI. The President will inform the Governing Authority of all decisions to name and de-name a university asset. An approved name shall become the official name of that asset for all University purposes, from a date nominated by ULT or the President.

The members of the Naming of University Assets Working Group will be the following individuals or their nominee:

• Vice-President of Global Engagement (chair)
• Director of Buildings & Estates
• Deputy President and Registrar
• Nominee from Finance Office
• Nominee from Marketing & Communications
• Administrative Manager, Buildings & Estates
• University Archivist/Curator (clerk and secretary to the Working Group)
• The Chair and Working Group will review the membership and may invite others to join the Group.

The Working Group shall:

• Consider all proposals to NAME a university asset and ensure the proposals are in line with the Policy
• Submit the recommendations for Naming Assets to ULT’s Resource, Finance & Infrastructure (RFI) sub-committee for consideration and record the outcome of the RFI decision and the ULT decision
• Maintain a record of all recommendations for naming an asset together with the rationale for each recommendation
• Ensure that the Building & Estates Office maintain a definite record of the NAMES of all tangible assets together with the dates of when the asset naming will be in force
• Ensure Registry maintain a definite record of the NAMES of all intangible assets together with the dates of when the asset naming will be in force
• Maintain the Naming Policy, review and update the Policy as needed, record any changes to the Policy
• Compile and maintain a list of assets suitable for naming
• The Naming of University Assets Working Group will undertake a formal review of all asset naming decisions every 3 years.