<p class="MsoNormal"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; color: #494949; mso-ansi-language: EN-US;">Arts and Cultural Sponsorship&#xa0;connects the cultural engagement of companies with strategic corporate and marketing communication. It is based on external cooperation with cultural institutions and internal collaboration with various communication departments within the company. The aim of this book is to present the full range of diverse applications of cultural sponsorship as a component of integrated communication. The systematic presentation of the individual steps for developing a sponsorship concept enables readers to identify the opportunities and risks of using arts and cultural sponsorship and, based on this, to develop an independent, company-specific arts and cultural sponsorship strategy. Case studies from the perspectives of sponsors and sponsored parties provide practical insights as well as inspiration and reflection opportunities for developing one’s own arts and cultural sponsorship strategy.</span></p><p class="MsoNormal"><strong><span style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; color: #494949;">Contents</span></strong></p><ul style="margin-top: 0cm;" type="disc"><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Concept and fundamentals of arts and cultural sponsorship</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Forms of arts and cultural sponsorship</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Integration of arts and cultural sponsorship into arts and cultural funding</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Management process of arts and cultural sponsorship and Cultural Sponsorship Canvas</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Situational analysis in arts and cultural sponsorship</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Goals and target groups of arts and cultural sponsorship</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Development of an arts and cultural sponsorship strategy</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Selection of arts and cultural sponsorships</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Operational design of arts and cultural sponsorship</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Integration of arts and cultural sponsorship into marketing and corporate communication</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Success measurement in arts and cultural sponsorship</span></li><li class="MsoNormal" style="color: #494949; mso-list: l0 level1 lfo1; tab-stops: list 36.0pt;"><span lang="EN-US" style="font-size: 11.0pt; line-height: 116%; font-family: 'Calibri',sans-serif; mso-fareast-font-family: Calibri; mso-ansi-language: EN-US;">Trends in the use of arts and cultural sponsorship</span></li></ul>