The webpage for cultural marketing & cultural sponsoring


11. November 2021, 2 - 5 pm, Zentralkino (great Hall)

As part of their CSR strategy, cultural sponsors such as the Sparkassen-Finanzgruppe and Deutsche Post DHL attach great importance to cooperation with innovative, forward-looking cultural providers. Together, they provide important impulses for tolerant, diverse, cosmopolitan coexistence. In the third expert forum on financing opportunities, the possibilities, advantages and benefits for cultural producers and their sponsors within a long-term and sustainable cultural partnership  even in difficult times  will be discussed.


2 - 2:45 pm

Global Corporations and Local Cultural Funding - Status & Perspectives
Jean-Baptiste Felten
Felten & Compagnie AG, Founder and Managing Director

The development of cultural support by global corporations is, of course, related to the development of global companies. Here, a substantial change has taken place in the last 20 years – with regard to the emergence and home-base of new "global brands" as well as with regard to the product areas in which such brands are active. But certainly also with regard to the reception of such engagements by the public. The presentation will highlight these developments and outline hypotheses on further developments and their implications for cultural funding.

2:45 - 3 pm



Coffebreak & Networking


3- 3:30 pm  

3:30 - 3:45 pm



Coffeebreak & Networking

3:45 - 4:15 pm



Sustainable cultural sponsoring
Joint lecture with
Dr. Heike Kramer
German Savings Banks Association | Head of Social Commitment
and Dirk Burghardt
State Art Collection Dresden | Commercial Director

The Sparkassen-Finanzgruppe (Savings Banks Finance Group) has been a partner of the Dresden State Art Collections for many years. The expert talk is intended to address both sides of a partnership – the side of the sponsor and the sponsored.
Goals, success factors, but also challenges of a long-term partnership will be discussed.

4:15 - 4:30 pm



Coffeebreak & Networking

4:30 - 5 pm



Ownership through VIK
Malte Boecker
BTHVN2020 Beethoven Jubiläums GmbH, Artistic Director, Beethoven-Haus Bonn, Director

Focus on sponsoring in kind. Why it pays to generate corporate "commitment" for Kutlru in the form of specific services and products rather than "in cash." Experiences on sponsoring agreements "Value in kind" from the 250th Beethoven anniversary year.

from 7 pm



"Night of Cultural Brands" in the State Operetta


Subject to change.
A transfer to the other topic forums are possible during breaks.

      Main Funder                                                       
      Premium Partner