We're swiftly coming to the end of the year, one of renewed confidence and positivity in the cultural partnerships sector, so its time to highlight my top five sponsorships of 2025 🏆
5. Bank of America's National Theatre Skills Programme - a major commitment, backing a theatre that really understands what corporate partners bring to the sector, this programme brings together social impact with business ROI.
4. Baillie Gifford's renewal of the Baillie Gifford Prize. Demonstrating real commitment to the cultural sector when many would have walked away, this is a firm with strong values and integrity standing up for what it believes in - namely great writing and new thinking.
3. Cathay Pacific's sponsorship of Lloyd Webber Theatres in London's West End. Sweeping the board in the cultural sponsorship categories at awards this year, this is sponsorship that was cleverly packaged - like stadium sponsorships - by audience reach, hospitality and profile branding. What's actually on the stages is not the point (in fact having seen a pitch deck for the opportunity, there was no mention of any production at all) which reminds us of the power of the whole sector.
2. Which brings us to number 2, the new British Airways Theatre at Olympia, a huge, high profile deal that includes The BRIT School School and understands the value of culture to the economy and to UK soft power.
1. Too many big names? Well, number one is the antithesis of all that. My number one sponsorship this year, isn't 'a' sponsorship its 'IN' sponsorship - and its the Creative Energy Bulletin.
Earlier this year Truda Spruyt FRSA, Rebecca Kendall, Martin Prendergast and I launched Creative Energy to celebrate sponsorship successes of all sizes and its been so inspiring to see and share the brilliant work everyone is doing. Thank you. If you haven't already signed up - please do - and follow our LinkedIn page.
There is a new issue coming out in the new year so do send us your cultural sponsorship news and successes.
Use this link to SIGN UP
https://lnkd.in/eSnU7Uhb
And in the meantime, have a great festive break 🎄