The council is to charge companies such as Somerfield - whose regional manager Cameron Smith is pictured above - to put their names on street signs in Redcar and neighbouring Eston in a pilot scheme.
The council's£30,000 annual budget for new signs has been doubled because of vandalism, and has already been allocated for this year. The council will charge businesses around£5,000 to sponsor some of its recycled plastic signs for a year.
Highways and transportation chair Sylvia Szintai said: 'It's a sign of the times. We are running up against the usual lack of money and this doesn't cost us anything.'