Becoming a sponsor of one of our Foundation’s exhibition projects represents a real opportunity for companies sensitive to art and culture to provide, on the one hand, strategic support to the realization of cultural activities and, on the other, to establish contact with the wide and diverse target audiences that these major exhibition projects are able to achieve and attract due to the themes they present and their various communication strategies.
Why become a sponsor
The benefits of becoming a sponsor are manifold, both in terms of brand promotion and public relations.
- It boosts visibility and distinguishes the corporate image with regard to cultural patronage and social responsibility;
- It puts the company in contact with a variety of segments of the public, opening a dialogue between companies and museumgoers – a guarantee of reaching a target audience of enthusiasts;
- It provides the opportunity to organize corporate events in exclusive and varied settings, choosing the location and format of the event according to the specific needs of the company;
- It becomes a chance to bring motivation and inspiration to employees, or to provide engaging experiences to their customers and guests.
Forms of partnership
The forms of partnership on individual Foundation projects are:
Financial (or direct) sponsorship
According to the Code of the Cultural and Landscape Heritage, sponsorship is an activity aimed at ensuring the protection and development of cultural heritage through the support of a provider (Sponsor) to a recipient cultural enterprise (Sponsee). The Sponsor supports the redevelopment of a cultural asset or contributes substantially to the realization of an otherwise economically infeasible exhibition project in the form of financial aid, thus guaranteeing a positive boost in image. Numerous assets that can be targeted by sponsorship and they belong to a wide and diverse category. The promotion takes place through the association of the Sponsor’s image with the cultural asset or project to be enhanced or protected, with the utmost respect for the artistic and scientific character of the object of the sponsorship. All of the Foundation’s projects can be the sponsored financially. The membership tiers (Sole Sponsor, Main Sponsor, etc.) are established in advance, during the fundraising campaign, on the basis of the overall size of the project. For each tier, sponsors are offered on-site, offline and online communication advantages and benefits, which are based on the size of the financial contribution made.
All sponsorship projects that can be carried out with our Foundation are completely tailor-made and customized in order to give the greatest possible prominence to the Sponsor, guaranteeing the desired positive return of image. The legal instrument used to govern the relationship between the Sponsor and the Sponsee is the sponsorship contract, which defines the way in which the contribution will be made and the forms of follow-up to ensure that the project is as successful as possible.
Sponsorships are also expenses that can be categorized as publicity and communication expenses, as they are characterized by the existence of a reciprocal relationship on the basis of which the sponsor undertakes to provide a benefit in cash or in kind and the sponsored party undertakes to publicize the product, the services, the brand and the activity carried out by the sponsor. These may also, in some cases, be deductible.
The budget of a cultural project is made up of many items, some of which can be covered by technical sponsorship by a company.
Technical sponsorship is characterized by the supply of goods or services strictly related to the realization of the cultural project being sponsored. In this situation the sponsorship also includes the association of the Sponsor’s image and commercial brand with the project and the cultural enterprise that organizes it, with on-site, offline and online communication advantages and benefits customized according to needs and priced according to the amount of goods and/or services provided. Again, a sponsorship agreement will be drawn up for financial compensation.
Each company can decide to sponsor a cultural project in a mixed form, i.e. giving part of its contribution in financial form and part in the provision of goods/services.
For further information
Corporate Relations, Events and Fundraising Office