ABSTRACT
Sponsorship has become an increasingly important source of funding for many cultural organizations and at the same time an important marketing tool for many companies. This chapter presents an in-depth case study of a sponsorship collaboration between an international arts institution (the Guggenheim Foundation) and a global financial institution (UBS) and illustrates critical aspects of resource integration between the partners. The field-based research offers views with insights on the rationale and implementation of sponsorship. We also relate the findings to an earlier case study of a distinctive regional integrated sponsorship between the Museum of Fine Arts Boston and Fleet Financial Group (now Bank of America). The case studies present partnerships between arts organizations and commercial brands and explore critical elements of resource integration in terms of complementary resource mobilization and internal integration.
