The Sponsoring Collaborations between Corporations and Arts Institutions

Abstract

With the increasing sponsorship scale since the economic crises in 2008, attentions on arts and culture sponsorship are brought generally. With the development and update of the strategic planning and marketing channels, the motivation, value proposition and methods regarding sponsorship are all required to be adjusted accordingly. Great cases and practice can be used as models and summarized for other arts institutions and corporations to learn from. However, sponsorship studies mainly focus on sports and causes. Research gaps are laid between general sponsorship conclusions and its relations regarding arts sponsorship, especially in the area of live arts and performing arts. Detailed analysis inside the arts and cultural sector, like matching points and sharing vision, are expected. The thesis explained the modern motivation for arts organizations. Other than financial benefits, creating access as well as diversify programs are also as important. Then the value propositions of sponsorship collaborations are analyzed in the order of four segments, the elite sponsors, luxury brands, B2C corporations, and technology corporations. In the end, the problems in practice are also provided as a complementary reference.