"The Art of Doing Business"

Varje år arrangeras tävlingen The UK Sponsorship Awards i Storbritannien. I tävlingen uppmärksammas och belönas all typ av sponsring och samarbeten inom alla olika områden, däribland kultursamarbeten. I samband med tävlingen har arrangörerna därför delat med sig av en artikel om kultursamarbeten och deras utveckling i Storbritannien.

I Storbritannien satsar man förhållandevis mycket på kulturen vilket delvis också avspeglas i antalet samarbeten kulturen och näringslivet emellan. Även om många av samarbetena som lyfts fram i tävlingen liknar den traditionella idrottssponsringen mer än affärsmässigt grundande, ömsesidiga samarbeten finns det ett antal exempel i tävlingen med mer affärsmässiga grunder att inspireras utav. Vi har valt ut ett intressant utdrag ur artikeln här nedan.   

"As the above list of arts sponsors shows, financial services have tended be the biggest supporters of the arts. But there are signs that other sectors are starting to wake up to the potential of arts sponsorship. Only this year, for example, Hyundai began an 11-year sponsorship with the Tate Modern, estimated to be worth around £5m. With VW, Ford, General Motors and Mercedes-Benz also involved in the sector (either in the UK or internationally), this signals a growing trend for automotive companies to lend their financial muscle to the arts sector.

Last year’s shortlist for the UK Sponsorship Awards also underlined this point. The winner was retailer John Lewis, for an innovative partnership with The Design Museum called How We Live Today. Designed to mark the 150 year anniversary of the opening of the first John Lewis store on Oxford Street, the exhibition explored the design stories behind some of the retailer’s most popular products, including current best sellers and historical pieces from the Design Museum’s own collection.

Highly commended last year at the UK Awards was Castello Cheese, for a clever tie-in with Classic FM for the radio station’s live classical music event at the Royal Albert Hall. The beauty of the Castello campaign was that it showed you don’t need to be a FTSE 100 company to derive benefits from arts sponsorship." 

Ta del av hela artikeln här. 

Publicerat av: Erica Smeds

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