ABSTRACT
Sponsorship is a contractual relationship between two organisations where one receives cash or in-kind support in exchange for a range of benefits such as profile building or marketing. The benefit to the arts organisation of sponsorship is obvious — an additional income source. The benefits of sponsorship to the corporation on the surface seem obvious — new forms of access to markets and an improved corporate profile. F. Severino provides a list of sponsorship tools used by companies including arts events that facilitate contact with customers, branding and PR, product testing and sales promotion, staff volunteering and the services or product of an artist. A good example of staff involvement is sponsoring LGBTI activities such as Pride Festivals that provide an opportunity for a company to demonstrate its commitment to diversity.
