Arts and Cultural Sponsorship

Arts and Cultural Sponsorship connects the cultural engagement of companies with strategic corporate and marketing communication. It is based on external cooperation with cultural institutions and internal collaboration with various communication departments within the company. The aim of this book is to present the full range of diverse applications of cultural sponsorship as a component of integrated communication. The systematic presentation of the individual steps for developing a sponsorship concept enables readers to identify the opportunities and risks of using arts and cultural sponsorship and, based on this, to develop an independent, company-specific arts and cultural sponsorship strategy. Case studies from the perspectives of sponsors and sponsored parties provide practical insights as well as inspiration and reflection opportunities for developing one’s own arts and cultural sponsorship strategy.

Contents

Concept and fundamentals of arts and cultural sponsorship

Forms of arts and cultural sponsorship

Integration of arts and cultural sponsorship into arts and cultural funding

Management process of arts and cultural sponsorship and Cultural Sponsorship Canvas

Situational analysis in arts and cultural sponsorship

Goals and target groups of arts and cultural sponsorship

Development of an arts and cultural sponsorship strategy

Selection of arts and cultural sponsorships

Operational design of arts and cultural sponsorship

Integration of arts and cultural sponsorship into marketing and corporate communication

Success measurement in arts and cultural sponsorship

Trends in the use of arts and cultural sponsorship