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Research: The future of Corporate Sponsorship in the arts

  • Title
    • The future of corporate sponsorship in the arts
  • Author
    • Siobhan Burger
  • In collaboration with
    • Control Union, Heijmans, ING, KLM, KPN, Rabobank, Rotterdam Partners, SponsorReport, Sponsor Broker, Unilever, Van Lanschot Bankiers, Warsteiner

In 2016 Arttenders' Siobhan Burger conducted extensive research on the future of corporate sponsorship in the arts. Companies that have participated in this research are Control Union, Heijmans, ING, KLM, KPN, Rabobank, Rotterdam Partners, SponsorReport, Sponsor Broker, Unilever, Van Lanschot Bankiers and Warsteiner. This research was awarded with an honorary mention in the New York University Program in Museum Studies To download, please scroll to the end of this page.


Cover illustration by Iwan Smit. Photo by FotostudioZ

Corporate Sponsorship of Art

Cultural organizations in the Netherlands have been struggling to find new ways to finance their endeavors. The answer might come from companies who look for partners to fulfill some of their needs.

The future of corporate sponsorship in the arts combines a historical framework with interviews with several large Dutch firms active in sponsoring the arts. It focuses on the historic development of corporate art sponsorship in the United States and the Netherlands and proposes a toolkit with steps to be taken by cultural organizations based on corporate aims and needs.

The research provides a base for a new approach towards partnerships in the arts and the base for Arttenders' capacity building strategy. Based on our findings we always recommend organizations to think about their sponsor finding strategically and from a long term perspective. Since the publication of this research we have been advising many cultural organizations on their sponsorship strategy.

Other Publications

Our research has restarted a conversation about ways of collaborating with the arts. We are happy to have contributed to outlets such as SponsorReport. Either way, the arts still have a long way to go to get up to speed with the sponsor culture in sports!

For more information contact us or download the research using the form on this page. This research was awarded with an honorary mention in the New York University Program in Museum Studies

Download the research now!

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