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PROJECT AND SURVIVE…. How sponsorship can help secure sustainability… Phil Gibby, Arts & Business South West. How much is cultural sponsorship worth?. In 1976…it was £500,000 By 2003…it was £120 million. …and the trend is upwards….

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Project and survive l.jpg
PROJECT AND SURVIVE…

How sponsorship can help secure sustainability…

Phil Gibby, Arts & Business South West


How much is cultural sponsorship worth l.jpg

How much is cultural sponsorship worth?

In 1976…it was £500,000

By 2003…it was £120 million



But isn t it just theatre opera and dance that gets sponsors l.jpg
But isn’t it just theatre, opera and dance that gets sponsors?

In 1976…Yes!

(nearly 100% went to theatre, opera and dance)

In 2003…No!

(only 21% now goes to those sectors)


So where does the sponsorship go l.jpg
So where does the sponsors?sponsorship go?


The four ages of sponsorship l.jpg
The four ages of sponsorship sponsors?

  • Patronage

  • Tax breaks

  • Being a “good corporate citizen”

  • The “equality” argument


Why businesses sponsor l.jpg
Why businesses sponsor sponsors?

  • “Putting back into the community”

  • Employer of choice

  • Return on investment


But why would business want to sponsor us l.jpg
But why would business sponsors?want to sponsor us?

  • They want an association with your product

  • They want access to your market


Case study one l.jpg
Case study one sponsors?

  • SAMSUNG / NOBEL PRIZE SERIES

  • Samsung “committed to the betterment of mankind”

  • Will develop “innovative vehicles” to develop Nobel archive on CD-ROM and web

  • Will promote Nobel archive in Korea


Case study two l.jpg
Case study two sponsors?

  • WALL STREET JOURNAL ONLINE ARCHIVE/ FIND LAW CORPORATE COUNSEL CENTRE

  • Direct commercial benefit / hits a target market straight on

  • Credibility through brand association


Six point guide to effective sponsorship chasing l.jpg
Six point guide to effective sponsorship chasing sponsors?

  • CAN YOU DELIVER?????????????

  • Know your offer

  • Identify your targets

  • Get the ask right

  • Don’t sell yourself short

  • “Always be closing”

    DAVID MAMET, GLENGARRY GLEN ROSS


The future is unwritten l.jpg
The future is unwritten... sponsors?

…so let’s work together to shape it.

Arts & Business South West

61 Park Street, Bristol, BS1 5NU

0117 929 0522

[email protected]


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