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Why Do Companies Sponsor Arts Events? Some Evidence and a Proposed Classification

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  • John O'Hagan
  • Denice Harvey

Abstract

Corporate philanthropy towards the arts isof long standing in the United States. There is nosuch tradition in Europe, but corporate sponsorship ofthe arts has been in place since the 1960s (seeFrémion, 1994). This paper will discuss thedifferences and similarities between these two formsof business support to the arts and then concentrateprimarily on corporate sponsorship. The motivationsfor companies to sponsor arts events are examined inthe context both of the literature relating to themotivations for corporate philanthropy and corporatepromotional/marketing expenditure. Results from asurvey of 69 companies that had sponsored 129 artsevents in Ireland are presented and compared to thelimited results from similar surveys elsewhere. Itis suggested that the motivations for such sponsorshipcan usefully be reduced to four: promotion ofimage/name, supply-chain cohesion, rent-seeking andnon-monetary benefit to managers/owners. The evidence for this from the survey, either directly available orimplicit in the responses to some other questions, issignificant. Copyright Kluwer Academic Publishers 2000

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Bibliographic Info

Article provided by Springer in its journal Journal of Cultural Economics.

Volume (Year): 24 (2000)
Issue (Month): 3 (August)
Pages: 205-224

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Handle: RePEc:kap:jculte:v:24:y:2000:i:3:p:205-224

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Web page: http://www.springerlink.com/link.asp?id=100284

Related research

Keywords: arts sponsorship and promotion; rent-seeking; supply-chain cohesion; corporate philanthropy; special events;

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Cited by:
  1. Julia Hiscock & David E. Hojman, 2004. "Where Have All the Flowers Gone? Coase Theorem Failures in English Summer Cultural Events: The Case of Sidmouth International Festival," Research Papers 200406, University of Liverpool Management School.
  2. John O'Hagan & Clare McAndrew, 2000. "'Protecting' the National Artistic Patrimony; An Economics Perspective," Trinity Economics Papers 20007, Trinity College Dublin, Department of Economics.
  3. Björn Frank & Kurt Geppert, 2002. "Corporate Donations to the Arts: Philanthropy or Advertising?," Discussion Papers of DIW Berlin 307, DIW Berlin, German Institute for Economic Research.
  4. Björn Frank & Kurt Geppert, 2004. "Are Small Recipients Overlooked by Sponsors? An Empirical Note," Journal of Cultural Economics, Springer, vol. 28(2), pages 143-156, May.

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