Performance Evaluation in Arts and Cultural Sponsorship

Manfred Bruhn () and Lorenz Pöllmann ()
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Manfred Bruhn: Universität Basel
Lorenz Pöllmann: Media University of Applied Sciences

Chapter Chapter 11 in Arts and Cultural Sponsorship, 2026, pp 255-278 from Springer

Abstract: Abstract The management process of arts and cultural sponsorship traditionally concludes with an evaluation of the sponsorship cooperation in order to determine its performance metrics and thus its success. This involves assessing not only the organizational process but also the impact and cost-effectiveness of the activities. The chapter presents various methods and instruments of performance evaluation, particularly for process, effectiveness, and efficiency control. In addition, the problems and limitations of performance evaluation in arts and cultural sponsorship are discussed. For practical application, a sample questionnaire is provided as a basis for implementing control within the framework of audience studies. Finally, award winners of successful arts and cultural sponsorships are mentioned.

Date: 2026
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DOI: 10.1007/978-3-658-50079-5_11

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