Posts Tagged ‘Andrew Hetherington’

2018 Allianz Business to Arts Sponsorship Report provides key insights into Arts, Festival and Music Sponsorship Industry in Ireland

November 20th, 2018
No Repro Fee Andrew Hetherington, Business to Arts CEO (left) with Aibhlínn Doheny, Music Generation Student from Portlaoise who are currently participating in Music Generation’s national programme, now in its 8th year,  Sean McGrath, Allianz CEO and Rosaleen Molloy, Music Generation National Director (right), pictured together at the announcement of U2 & The Ireland Funds with supporters Bank of America and the Stavros Niarchos Foundation as winners of the Best Long-Term Partnership for ‘Music Generation’ at the 2018 Allianz Business to Arts Awards.’ Pic. Robbie Reynolds

Andrew Hetherington with Aibhlínn Doheny, Music Generation Student from Portlaoise, Sean McGrath, Allianz CEO & Rosaleen Molloy, Music Generation National Director. Picture: Robbie Reynolds

Today, Allianz and Business to Arts published the 2018 Arts, Festivals and Music Sponsorship – Summary Report, following on from the success of the recent 27th Allianz Business to Arts Awards held at Bord Gáis Energy Theatre in September. The annual report, launched at the Irish Film Institute (IFI), was published by Business to Arts from data supplied by sponsorship and marketing managers from the corporate and cultural sector during the 2018 Allianz Business to Arts Awards campaign. This report adds to the membership organisation’s research and insight services providing an enhanced layer of insight and analysis for sponsors, rights holders and the public about this segment of the sponsorship market.

The report looks at sponsorship objectives that differentiate the arts, festivals and music over other types of sponsorship areas. It looks at sponsorships that are both one-off event relationships or multi-annual partnerships; sponsorship spend between 2017 and 2018, as well as anticipated spend in 2019; methods used to activate relationships and how success is measured.

Key outputs include:

  • Sponsors would choose an arts sponsorship over another type of sponsorship because it increases awareness of an organisations brand (80%); engages staff (78%) or creates unique events/experiences for a variety of stakeholders (78%) than other types of sponsorship
  • The most popular forms of activating sponsorships in the arts, festivals and music include branded signage, PR, printed literature, advertising (88%), digital campaign’s (72%) and staff engagement activities (67%)
  • Sponsors surveyed report that in 2019, 42% will increase their spend
  • All respondents were asked to nominate brands that they feel are best-in-class in their engagements with culture, and Accenture, Audi, Dublin Airport, ESB/Electric Ireland, Bord Gáis Energy are among those identified

Andrew Hetherington, Chief Executive of Business to Arts stated:

“It is vital and encouraging, to see that 92% of respondents say that their sponsorship spend will remain the same or increase in 2019. The data analysed reflects a degree of mixed sentiment in the arts, festival and music sponsorship market, particularly as Brexit fast approaches. Trends point to an increase in staff engagement and digital activation of creative partnerships.  In 2019, we look forward to working with our partners to broker, enable and support partnerships.”

Sean McGrath, Chief Executive of Allianz Ireland, said:

“As title sponsor of the Allianz Business to Arts Awards we are delighted to partner the publication of the Arts, Festivals and Music Sponsorship – Summary Report 2018.  We welcome its many insights on the significant collaboration benefits generated when our business and artistic communities collaborate – not just for themselves, but for their communities and for society at large.  Business to Arts is to be commended for brokering, enabling and supporting these partnerships and for having the foresight to collect and publish the experiences, learnings and insights of those who have successfully participated in the 2018 projects.”    

Read the report here.

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