The webpage for cultural marketing & cultural sponsoring

Topic E. Cultural Collaborations

"Coming together is a beginning, staying together is progress, working together is success." Henry Ford, Entrepreneur

The successful cooperation of businesses, cultural providers and creative people is an essential part of brand management in companies and an essential pillar of cultural financing. Within these partnerships, individual and common goals can be achieved more efficiently. In addition, the promotion of creativity, art and culture provides great impulses for a tolerant, diverse cosmopolitan coexistence in Europe. Through this track you will obtain an overview of the cultural sponsorship market in Europe and the motivation of companies to promote culture. Renowned speakers will demonstrate successful practical examples and individual forms of cooperation from which society also benefits. This is where commercial enterprises, cultural providers and creative people come into contact with each other. Creativity is not only an artistic form of expression that promotes social debate - it is likewise the basis of economic success.

November 7, 2019, 11:00 am – 5:30 Uhr pm, hall 2 Schalterhalle

10:00 - 10:45 Uhr



Grand Opening Session in hall 12
with keynote speaker Prof. Ulrike Guérot


10:45 - 11:00 Uhr



Coffee break & networking

11:00 - 11:45 Uhr


Sponsorship Trends in Europe & Best Practice in Cultural Sponsorship (engl).

William Fenton, Board Director European Sponsorship Association Brussels

Cultural sponsorship is following the same trends seen acrossEuropein sports sponsorship. Online technology, the experience economy, the importance of generating engaging content, public funding cutbacks and pressure on sponsorship to be measurable have all had a huge effect. Successful sponsorship of arts and culture requires a sensitive approach and William Fenton will show some of the best practices and  case studies  within arts and cultural sponsorship.

11:45 - 12:00 Uhr



Coffee break & networking

12:00 - 12:30 Uhr


Unternehmerische Kulturförderung in Deutschland - Aktuelle Entwicklungen und Tendenzen
Corporate Cultural Funding in Germany – Current developments and tendencies

Franziska Nentwig, Managing Director Association of Arts and Culture of the German Economy at the Federation of German Industries e. V.

12:30 - 13:00 Uhr

    © Horst Müller


BTHVN on Tour (german)

Malte Boecker, 
Direktor Beethoven-Haus Bonn; 
Pedro Muñoz, 
Deutsche Post DHL, Corporate Communication


13:00 - 14:00 Uhr



Lunch break

14:00 - 14:30 Uhr

© J. Mouffron-Gardner


New funding models for opera and ballet in Europe (engl).

Edilia Gänz, 
Director FEDORA

14:30 - 15:00 Uhr

© Ricardo Wiesinger


 "Ist Geld der Fluch der Kunst?" Kulturelles Engagement der BMW Group
Is money the curse of Art? Corporate Communication in a suspicious environment

Doris Fleischer, 
BMW Group, Corporate and Governmental Affairs

15:00 - 15:15 Uhr



Coffee break & networking

15:15 - 15:45 Uhr


E.ON. Corporate life with Art & Design (german)

Dorothee von Posadowsky, 
E.ON SE, Head of Arts & Culture

15:45 - 16:15 Uhr


In viele Richtungen – aber gezielt. Kooperationen und Kommunikation am Museum Folkwang
In many directions - but targeted. Cooperations and communication at the Museum Folkwang

Anka Grosser, 
Museum Folkwang, Head of Communication & Marketing

16:15 - 16:30 Uhr



Coffee break & networking

16:30 - 17:15 Uhr



Diskussion "Cultural Collaborations als Weiterentwicklung des Kultursponsorings"
Discussion “Cultural Collaborations as advancement of Cultural Sponsorships”

Thomas Helfrich, Bayer AG, Head of Culture, Sports and Education; Alexander Krichel, pianist, Anka Grosser, Museum Folkwang, Head of Communication and Marketing

17:15 - 19:00 Uhr



Meet & Match in hall 5
Culture meets business, business meets culture, for all those who don't want to go to their hotel between the first day of the Congress and the presentation of the European Cultural Brand Awards.

Subject to change without notice.

A change in tracks is possible during the breaks.

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