Inaugural Allianz Business to Arts Sponsorship Report provides new insights into Arts, Festival and Music Sponsorship Industry in Ireland
October 7th, 2015
Damien O’Neill, Allianz, Karen Hennessy, ID2015, and Andrew Hetherington, Business to Arts at the Sponsorship Report launch in the National Design Centre
Today Allianz and Business to Arts published the results of their inaugural Arts, Festival and Music Sponsorship Survey, following on from the success of the recent 24th Allianz Business to Arts Awards in September. The new report, launched at the National Design Centre, was drawn up from data supplied by sponsorship and marketing managers, adding to our research and insight services for leading corporate sponsors of the arts, festivals and music.
The survey looks at sponsorship objectives that differentiate the arts over other types of sponsorship areas; at sponsorships that are both one-off event relationships or multi-annual partnerships; sponsorship spend between 2014 and 2015, as well as anticipated spend in 2016; methods used to activate relationships; measuring success; and a peer-review of the leading cultural sponsors in Ireland.
Key outputs include :
- 80% of sponsors would choose an arts sponsorship over another type of sponsorship, because it creates unique events and experiences for their stakeholders; 68% state that arts sponsorship provides more engagement with customers than other types of sponsorship
- The most popular forms of activating sponsorships in the arts, festivals and music include creating bespoke events for clients and staff (75%); branded signage, PR and printed literature (73%) and staff engagement programmes (58%)
- Sponsors surveyed report that in 2016, 35% will increase their spend
- All respondents were asked to nominate brands that they feel are best-in-class in their engagements with culture, and Bord Gáis Energy, ESB, Jameson and Vodafone are among those identified
Andrew Hetherington, Chief Executive of Business to Arts said “We’re delighted to be adding value in terms of the outputs of the annual Allianz Business to Arts Awards, with what will be an important tool for both sponsors and rights holders in 2016. Over the next three years we’ll develop the report further as our work with our members and clients who sponsor the commercial and not-for-profit arts sector in Ireland continues to develop.“
Brendan Murphy, Chief Executive of Allianz Ireland, said “I have always believed that the strength of the collaborations between business and the arts would be a crucial ingredient in helping Ireland to recover. The findings of this report show the mutually powerful benefits for these communities in collaborating, but also underscore the huge potential that has yet to be fully realised.”
The report was launched at the National Design Centre which is currently being refurbished and is due to open in Spring 2016 as one of a number of legacy projects from the year-long government-backed Irish Design 2015 (ID2015) initiative convened by the Design & Crafts Council of Ireland. The National Design Centre on Suffolk Street will act as a creative hub for designers, makers and educators as well as a key visitor destination in Dublin city centre, showcasing design innovation and creativity to Irish and international audiences.
The Report can be downloaded here. If you are a current Member or Affiliate of Business to Arts and have not yet received a code to download the Report free, please contact us.