Strategy Development 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 7 in Arts and Cultural Sponsorship, 2026, pp 155-179 from Springer

Abstract: Abstract Corporate sponsors face the challenge of strategically deploying sponsorship engagements to achieve their communication objectives. This chapter outlines both the strategic dimensions and the types and forms of arts and cultural sponsorship. These form the basis for formulating sponsorship guidelines, which define the key points of an arts and cultural sponsorship strategy. The components involved in developing an arts and cultural sponsorship philosophy are also explained, as well as various manifestations such as mainstream, niche, and regional sponsorship. In addition to various practical examples, the strategy and approach of the DHL Group are presented in detail as a case study.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-50079-5_7

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DOI: 10.1007/978-3-658-50079-5_7

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