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