Arts & Business heralds BBC sponsorship plans

Arts & Business, which promotes partnerships between commerce and culture, has warmly welcomed plans by the BBC to consider introducing a sponsorship department.

Arts & Business, which promotes partnerships between commerce and

culture, has warmly welcomed plans by the BBC to consider introducing a

sponsorship department.



The broadcaster is currently facing a funding crisis for events such as

Cardiff Singer of the World and the Young Musician competition.



In a bid to fund such events, BBC director general Greg Dyke is

considering creating a specialist department to raise funds from

business sponsorship, in exchange for credits on television and radio

programmes.



’Were the BBC to introduce sponsorship of its major arts events, it

would present a very good PR opportunity for businesses,’ said Caroline

Lisser, director of external affairs at Arts & Business.



An estimated pounds 1 million is needed to safeguard arts events

currently broadcast by the BBC. Meanwhile further sponsorship money

would also be required for new events and award ceremonies being devised

by the BBC.



Under the plans, submitted recently in an internal BBC policy document,

sponsors will be promised on-air plugs and shots of their logos on

screen.



According to Lisser a sponsorship division could help safeguard the

future of such arts events. Although for it to succeed it would have to

give sponsors an appropriate on-screen credit as has been the case with

sports sponsorship for many years she said.



Since 1976, Arts & Business has encouraged mutually beneficial

partnerships where companies can ally themselves with successful and

innovative arts projects and in return the events receive all important

financial backing.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.