C&BS Fund

Securing Sponsors

Be clear about your identity, your values and your audience


Businesses are interested in sponsoring culture organisations – and projects or activities – with values that match or enhance their own. Make these critical areas of mutual interest clear in your approach to a prospective business sponsor. In your application for a C&BS Fund investment, this will help to demonstrate the strength of your proposed partnership.

Deliver compelling benefits for your business sponsor


Ensure that your business sponsor will receive a range of clearly defined benefits that reflect the value of their sponsorship and provide a worthwhile return on their money. Reasons for business organisations to sponsor culture projects and activities include:

  • Brand Awareness
  • B2B Networking
  • Client Entertainment
  • Company Perception
  • Content Creation
  • Corporate Social Responsibility (CSR)
  • Customer Engagement
  • Data Collection
  • Employee Engagement
  • Employee Recruitment
  • Environmental, Social, Governance (ESG)
  • Positive PR
  • Product / Service Showcasing
  • Sales Marketing

Draw up a sponsorship package


Agree the scope of benefits you can offer your business sponsor in return for their investment and draw up a sponsorship package, reflecting the benefits that they are most interested in. For example, your sponsorship package might include:

  • Collaborative opportunities
  • Credits on publicity material
  • Acknowledgement of their support in a programme or catalogue
  • Introductions and verbal acknowledgements at events or launches
  • Free advertising space in programmes or catalogues
  • Complimentary tickets, priority bookings and private views or performances
  • Use of hospitality facilities
  • ‘Meet the artist’ opportunities
  • Display space
  • Merchandise or corporate gifts
  • Product sampling
  • Media coverage
  • Website links

Be cost-effective


Ensure that the benefits you offer to your business sponsor cost less to provide than the income you receive, and remember to build in the cost of servicing and evaluation your sponsorship.

Become a member today

Join our nationwide network of culture and business organisations and start enjoying your membership benefits.

Join now