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Cultural Brand Awards

Competition launches for the 16th European Cultural Brand Awards

Europe's most advanced cultural award makes the social relevance of culture more visible

Berlin / Dresden: On April 13, 2021, the competition for the European Cultural Brand Awards will start in eight categories and calls for applications until September 6, 2020. Launched in 2006, the competition for innovative cultural management, trend-setting cultural marketing and sustainable cultural promotion is now considered Europe's most advanced cultural award and honours pioneering cultural projects in a total of eight competition categories. This year, the award organizers, led by cultural manager Hans-Conrad Walter, want to motivate cultural providers in Europe in particular to make the social relevance of culture even more visible with their competition entries. A jury of 40 experts on business, culture and the media, headed by jury president Dr. Hagen W. Lippe-Weißenfeld, will decide on the nominations and award winners on September 24, 2021 in the cultural metropolis of Dresden. The award ceremony will take place on November 11 within the "Night of Cultural Brands" in the State Opera at the Kraftwerk Mitte Dresden in front of 700 invited guests within the CultureInvest! Congress.

Since its birth, the independent competition has evolved annually, adding new categories and modifying existing ones in order to stimulate the cultural market, make the enormous cultural potential visible, and reward creativity as well as dynamic cultural projects and exceptional personalities. Innovative cultural management is the basis for the top-class awards in each of the eight categories. Cultural policy stance, innovative programming, identity-based brand development, aesthetic and efficient brand management are also important elements of the jury's evaluation. In addition, trends in cultural tourism, urban culture, cultural education and cooperation with business enterprises are honoured. The European Cultural Brand Awards are thus aimed at cultural providers, companies that promote culture, foundations, municipalities, tourist regions and the media.

The award winners will be honoured with the prize sculpture Aurica during the "Night of Cultural Brands" on November 11, 2021, in front of 700 invited guests from politics, business, culture and the media at the State Opera Dresden. The icon of the European cultural market is a 23-centimeter-high statue made by bronze casting. Its name is also European - AURICA, a Romanian girl's name meaning the golden one, carries everything that is so desirable: aura, aurum and eureka. The sculpture stands for the creativity, attractiveness and diversity of the European cultural market and symbolizes the valuable mediation work of European cultural providers and the passionate commitment of European cultural promoters.

For information on the call for entries, deadlines and competition categories, please visit

Applications can be submitted in these eight competition categories this year:

  •  European Cultural Brand of the Year 2021
  •  European Trend Brand of the Year 2021
  •  European Cultural Manager of the Year 2021
  •  European Cultural Investor of the Year 2021
  •  European Education Program of the Year 2021
  •  European Cultural Tourism Region of the Year 2021
  •  European Award for Urban Culture 2021
  •  European Award for Sustainability in the Cultural Market 2021

The European Cultural Brand Awards are sponsored by the Saxon State Ministry of Science, Culture and Tourism and the state capital Dresden, the prize sponsor is the Hoffbauer Foundation. The competition is supported by the premium partners SAP, RSM, Kulturplakatierung, Arnold Group, Bayer Kultur, ARTE Magazin, Deutsche Post DHL-Group, Deutsche Welle TV and the Sächsische Zeitung, as well as by the partners Kraftwerk Mitte Dresden, Staatsoperette Dresden, Dresden Marketing, theater junge generation, Partyrent Group, Deutsche Bahn, Mihai, Patide, Berlin Partner, Kulturmanagement Network, bcsd Bundesvereinigung City- und Stadtmarketing, Bühnentechnische Rundschau, WA-Verlag, theater heute, Opernwelt, Theatermanagement-aktuell, Tanz, public marketing, kultur west, tanznetz, Der Theater Friedrich-Verlag, fundraiser magazin, Kulturpolitische Gesellschaft, Hauptstadt TV, Stiftung & Sponsoring, Das Magazin, Horizont and VdVO -  the Association of Event Organizers.

Press contact:

Causales – Agency for Cultural Marketing and Cultural Sponsoring, Hans-Conrad Walter, Bötzowstraße 25, 10407 Berlin, phone: +49 (0) 30 53 215 337, mail:,,

Main Funder                                                                                                                                              Official Prize Sponsor