Operational Design 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 9 in Arts and Cultural Sponsorship, 2026, pp 201-231 from Springer

Abstract: Abstract In the operational design of arts and cultural sponsorships, the sponsor’s specific contributions as well as the sponsorship benefits for the cultural partner are defined. While the sponsor provides the cooperation partner with financial, material, or immaterial resources, in return they primarily receive communicative benefits. The sponsor’s contributions are determined by the available budget and the calculated media value of the sponsorship benefits. Once both cooperation partners reach an agreement, the exchange of services is contractually regulated in a sponsorship contract. When structuring the cooperation, it is important to consider the legal framework, such as the general legal and tax assessments of cultural sponsorship, as well as compliance regulations in the sense of laws, guidelines, and voluntary codes. The aspects of operational design are explained in the following chapter and illustrated with various practical examples as well as the Beatbox Germany case study.

Date: 2026
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DOI: 10.1007/978-3-658-50079-5_9

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