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2019 Business to Arts Sponsorship Report provides key insights into Arts, Festival and Music Sponsorship Industry in Ireland

Conductor Alice Farnham with participants of the NCH Fmeacl Doncuctor Programme 2018/2019 in partnership with Grant Thornton

Conductor Alice Farnham with participants of the NCH Female Conductor Programme 2018/2019 in partnership with Grant Thornton

Today, Business to Arts published the 2019 Arts, Festivals and Music Sponsorship – Summary Report, following on from the success of the recent 28th Business to Arts Awards held at Bord Gáis Energy Theatre in September. The annual report, launched at the National Concert Hall, was published by Business to Arts from data supplied by sponsorship and marketing managers from the corporate and cultural sector. This report adds to the advocacy organisation’s research and insight services providing an enhanced layer of analysis for sponsors, rightsholders and the public about this segment of the sponsorship market.

The report looks at objectives that differentiate arts, festivals and music sponsorship over other types. It looks at sponsorships that are both one-off event relationships or multi-annual partnerships; sponsorship spend between 2018 and 2019; as well as anticipated spend in 2020; 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 (84%); engages staff (61%) or creates unique events/experiences for a variety of stakeholders (73%)
  • Sponsors surveyed report that in 2020, 41% will increase their spend
  • The most popular forms of activating sponsorships in the arts, festivals and music include branded signage, PR, printed literature and advertising (77%), digital campaign’s (73%) and staff engagement activities (61%)
  • All respondents were asked to nominate brands that they feel are best-in-class in their engagements with culture, and Accenture, Virgin Media, Dublin Port Company, Bord Gáis Energy, Laya Healthcare are among those identified

Andrew Hetherington, Chief Executive of Business to Arts stated:

“Although there is mixed sentiment in the market, it is encouraging to see that 91% of respondents say that their sponsorship spend will remain the same or increase in 2020. Brands such as Virgin Media and Dublin International Film Festival and Bord Gáis Energy and Bord Gáis Energy Theatre that invest in leveraging their sponsorships through additional activation spend are leading the way for others”.

To access the report please click here. If you are a corporate member or arts affiliate please contact michelle@businesstoarts.ie to receive your free access code. 

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