Classification of Arts and Cultural Sponsorship in Marketing and Corporate Communications

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

Chapter Chapter 10 in Arts and Cultural Sponsorship, 2026, pp 233-253 from Springer

Abstract: Abstract Arts and cultural sponsorship is not an isolated marketing measure, but rather a communication tool that must be integrated into a company’s other communication activities. Only through the planned interplay within the communication mix can the potential of a cultural sponsorship commitment be activated. This chapter highlights the various approaches to integration and explains the roles that individual communication instruments (e.g., public private relations, media advertising, social media, etc.) play in the integration of arts and cultural sponsorship. In addition, the content-related, formal, and temporal decision dimensions in the integration of arts and cultural sponsorship into the sponsorship mix of corporate sponsorship are discussed.

Date: 2026
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DOI: 10.1007/978-3-658-50079-5_10

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