News Analysis: The Art of Sponsorship

Marketing, December 3, 2008 | Go to article overview

News Analysis: The Art of Sponsorship


The art world has an enduring value for brands despite often limited consumer appeal.

When Lehman Brothers and HBOS hit the rocks earlier this year, the first question on most people's lips was probably not: 'What does this mean for the art world?'

But as the implications of the financial crisis filter down, the art world is left to ponder the loss of such wealthy backers. In its latest report, membership network and consultancy Art & Business (A&B) concludes: 'Confidence of businesses investing in the cultural sector in view of an economic downturn is shaken, particularly when looking beyond 2008.'

Before the doom-mongers get too carried away, however, others, including HSBC and Deutsche Bank, continue to successfully use their art and culture sponsorships to drive their bottom lines, promote their brands and wield influence.

'Where they can, brands will retain key deals to give the impression of stability and stature,' says Pippa Collett, managing director of Sponsorship Consulting. 'However, I imagine there will be fewer new deals signed in the short term.'

One of the key benefits of art associations is the opportunity to reach key decision-makers, says Alun James, chief executive of Four Communications. 'Sport is typically more mass-market; arts and culture sponsorship is more about business relationships,' he says. 'It's about getting decision-makers into a relaxed environment.'

While sport may be of greater interest overall, the reverse seems true among the people in charge of the purse strings. Although what people say and what they do can be entirely different, a study of 471,000 people from the social elite, conducted by A&B in 2004, showed that plays, theatre and the arts are of more interest to this demographic than football and rugby.

Speaking at the 'Future Sponsorship' conference in Brussels last month, Matthew Patten, chief executive of cricket charity The Lord's Taverners, predicted: 'Being a force for good will become an essential part of the marketing and business mix, and the mainstream sponsorship industry, which created association marketing in the first place, will lead the way.'

One of the arts' biggest investors, Deutsche Bank, whose sponsorships include the Frieze Art Fair and Shakespeare's Globe Theatre, is equally keen to push its grassroots work, such as its Arts & Education Awards partnership with Arts Council England, Arts & Business and MLA. The bank also issues its employees with a Culture Card, which entitles them to attend eight lectures a year at London's art galleries, as well as discounts at theatres and museums. Deloitte puts employee engagement at the heart of its annual three-day Deloitte Ignite event at the Royal Opera House through special offers and on-site events. …

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