COUNTY road chiefs say they hope to raise thousands of pounds by signing up private companies to sponsor roundabouts across Kent.

The county council has become the latest authority to invite companies to promote their businesses on roundabouts in return for paying for their upkeep.

It is aiming to secure sponsors for about 100 roundabouts and says companies will be asked to pay between £2,500 and £6,000 for the privilege of putting up signs to promote their business.

The council insists the initiative - part of a wider scheme aimed at raising £500,000 through other sponsorship deals on streetlights and other council-owned buildings - will not undermine road safety by distracting motorists.

It has also emphasised that advertising hoardings will not be permitted to clutter roundabouts. Signs inviting potential sponsors have already appeared at a number of roundabouts, including the roundabout near the White Rabbit pub close to Maidstone’s County Hall HQ.

The sponsorship cash will be used to meet maintenance costs, such as grass cutting, and for landscaping.

David Hall, KCC’s county transportation manager, said: "Safety is a priority and in Kent we automatically take this into account, especially at roundabouts where there could be a hazard from sign clutter."

He added: "The sponsorship scheme offers companies the opportunity to place sponsorship signs with their name and web address.

"In return, they pay to help keep roundabouts safe and looking good. For example, the fee can pay for grass cutting up to ten times a year which clearly defines the roundabout and prevents it becoming overgrown. Normally, it’s done twice a year."

The scheme is run by Buckinghamshire-based Marketing Force, which also has contracts with Dover District Council and Shepway Council.

Its website describes the company as "market leaders for traffic site sponsorship in the UK".