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PROJECT AND SURVIVE…

PROJECT AND SURVIVE…. How sponsorship can help secure sustainability… Phil Gibby, Arts & Business South West. How much is cultural sponsorship worth?. In 1976…it was £500,000 By 2003…it was £120 million. …and the trend is upwards….

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PROJECT AND SURVIVE…

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  1. PROJECT AND SURVIVE… How sponsorship can help secure sustainability… Phil Gibby, Arts & Business South West

  2. How much is cultural sponsorship worth? In 1976…it was £500,000 By 2003…it was £120 million

  3. …and the trend is upwards…

  4. But isn’t it just theatre, opera and dance that gets sponsors? In 1976…Yes! (nearly 100% went to theatre, opera and dance) In 2003…No! (only 21% now goes to those sectors)

  5. So where does the sponsorship go?

  6. The four ages of sponsorship • Patronage • Tax breaks • Being a “good corporate citizen” • The “equality” argument

  7. Why businesses sponsor • “Putting back into the community” • Employer of choice • Return on investment

  8. But why would business want to sponsor us? • They want an association with your product • They want access to your market

  9. Case study one • SAMSUNG / NOBEL PRIZE SERIES • Samsung “committed to the betterment of mankind” • Will develop “innovative vehicles” to develop Nobel archive on CD-ROM and web • Will promote Nobel archive in Korea

  10. Case study two • WALL STREET JOURNAL ONLINE ARCHIVE/ FIND LAW CORPORATE COUNSEL CENTRE • Direct commercial benefit / hits a target market straight on • Credibility through brand association

  11. Six point guide to effective sponsorship chasing • CAN YOU DELIVER????????????? • Know your offer • Identify your targets • Get the ask right • Don’t sell yourself short • “Always be closing” DAVID MAMET, GLENGARRY GLEN ROSS

  12. The future is unwritten... …so let’s work together to shape it. Arts & Business South West 61 Park Street, Bristol, BS1 5NU 0117 929 0522 phil.gibby@aandb.org.uk

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