Abstract
AbstractWhat is the connection between Heinz Baked Beans, the Notting Hill Carnival and Windows 95? This paper examines present trends in arts sponsorship. Sponsorship by brands is developing rapidly, while traditional arts sponsorship as part of the corporate promotional budget is under threat. Examples of trend setting sponsorships from companies as diverse as Ernst & Young, Lilt and Beck's Bier, show that arts sponsorship is in transition. Arts organisations are having to adjust rapidly to the new environment if they are to fulfil their targets.
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