Sponsorship is one of the most popular forms of corporate support for the arts. Normally financed from a company’s marketing and advertising budget, sponsorship is mutually beneficial for both the sponsor and the recipient. The sponsor expects to increase future profits by achieving greater visibility and custom, better media coverage, as well as certain tax-related and other benefits. Cultural organisations also gain – not only financially, but also in terms of ‘in-kind’ support and other benefits, including improved business and communication skills.

National associations of sponsorship for the arts and heritage assist the overall sponsorship process by providing advice, training and information for both sides, without giving direct support. Many of these sites offer plenty of guidance on the sponsorship processes in Europe and beyond.

Read more in the article of Christopher Gordon on sponsorship and alternative financing