Arts and Cultural Sponsorship: Systematic Planning of Partnerships Between Actors in the Cultural Sector and Businesses

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

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
• Success measurement in arts and cultural sponsorship
• Trends in the use of arts and cultural sponsorship

The Authors

Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, specializing in Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of the strategy consultancy Prof. Bruhn & Partner AG (Basel).

Prof. Dr. Lorenz Pöllmann teaches and conducts research in media, arts and cultural as well as event management at the Media University of Applied Sciences – University of Media, Communication and Management, Berlin. He has also been working for several years as a consultant in arts and cultural management.

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Prof. Dr. Dr. h.c. mult. Manfred Bruhn is Professor of Business Administration, specializing in Marketing and Corporate Management, at the Faculty of Business and Economics at the University of Basel and Honorary Professor at the Technical University of Munich. He is also the founder and Chairman of the Board of the strategy consultancy Prof. Bruhn & Partner AG (Basel).

Prof. Dr. Lorenz Pöllmann teaches and conducts research in media, arts and cultural as well as event management at the Media University of Applied Sciences – University of Media, Communication and Management, Berlin. He has also been working for several years as a consultant in arts and cultural management.