Sandwell's businesses can now sponsor more than 80 roundabouts and boundary signs across the borough to promote their businesses. Council bosses are hoping the move will generate much-needed revenue to help protect front-line services. Sandwell Council leader, Councillor Steve Eling, said: "The council is having to look at alternative ways of raising money as part of our efforts to defend services hit by government cuts.

"Advertising boards on our roundabouts and boundary signs is one of these ways. "The council thought long and hard about this decision but it's not a new idea, many other local authorities are already doing this. We need to make the most of the council's assets in these times of austerity. We have some very attractive sites - which this scheme will help us maintain - and I'm sure local companies would like to use them to advertise their goods and services.These sites are seen by hundred of thousands of pedestrians and drivers every day and research shows that it is local businesses that take up opportunities to advertise."

Councillor Eling said he was particularly pleased that a local family company was the first to take advantage of the sponsorship scheme at the attractive High Bullen roundabout in Wednesbury. Mr Pally Sagoo of BSJ Fixings, said: "As soon as we heard that the council was planning this initiative, we wanted to be part of it. It gives us an ideal opportunity to promote our business which is only yards away from the roundabout, and support the council.

The company which supplies quality fasteners, fixings and component parts to the automotive, construction and other industries is located at the nearby Old Park Industrial Estate on Old Park Road.

The council is working with market leader, Marketing Force Limited - to promote and sell the sites on behalf of the council.

Joanne Woodward, managing director of  Marketing Force Limited, said: "We are delighted to be working in partnership with Sandwell Council on their roundabout and boundary sponsorship initiative providing local companies with the unique opportunity to promote themselves on busy roundabouts throughout the borough."

Businesses wanting more information about sponsoring a roundabout can visit the company's website at or call  Ashton Jones on 01394 672467.

Caption: Councillor Steve Eling, Leader of Sandwell Council (centre) with Mr Satnam Sagoo (left) and Mr Pally Sagoo, (right) managing directors of BSJ Fixings.