Trends in the Use of 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 12 in Arts and Cultural Sponsorship, 2026, pp 279-297 from Springer

Abstract: Abstract Arts and cultural sponsorship is influenced by economic, social, artistic, technological, as well as (cultural) political developments. As a communication tool, it interacts with other media and instruments of marketing and corporate communication, particularly in light of the ever-evolving opportunities for activating sponsorship engagements. This results in arts and cultural sponsorship being in a state of continuous, dynamic development, which repeatedly gives rise to opportunities and risks, as well as the necessity for a deliberate design of sponsorship management. This chapter discusses developments in arts and cultural sponsorship from the perspective of sponsors, cooperating cultural institutions as sponsored parties, and cultural policy.

Date: 2026
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DOI: 10.1007/978-3-658-50079-5_12

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