Art Sponsorship Management Toolkit

The BASA Art Sponsorship Management Toolkit is designed to develop a company's capabilities to plan, manage and executive more effective art sponsorships. In this way, enhanced sponsorship management practices can provide a business with a set of distinct capabilities that offer an additional source of competitive advantage. The toolkit will improve the skills and expertise of a company's sponsorship management team, which can help set a company apart from its competitors.

The research is funded by UNESCO and the National Lottery Distribution Trust Fund, and the workshops supported by BASA Members, Hollard and Artinsure.

Business and Arts South Africa (BASA) is a non profit company whose primary aim is to promote mutually beneficial and sustainable business-arts partnership that will benefit society as a whole.
BASA was founded in 1997 as a joint initiative between the (then) Department of Arts, Culture, Science and Technology (now the Department of Arts and Culture) and the private sector. BASA has peer agencies in the UK and Australia. BASA has over 160 corporate members.

BASA in the 21st Century
Historically, funding for the arts from the private sector has come from Corporate Social Investment or philanthropic budgets. But over last few years, BASA has demonstrated that arts sponsorship, and arts partnership from a company marketing or promotional budgets is a cost effective vehicle for the sponsoring company to reach its target markets and communicate effectively with its clients. The arts are uniquely placed to serve both philanthropic, corporate image building and commercial objectives, and the sheer range of options available through the arts demands attention. BASA serves as a bridge between the corporate and arts sectors to help each achieve optimal benefits from such partnerships.

Our core business
BASA's core business is to promote mutually beneficial, equitable, and sustainable business arts partnerships that will, over the long term, benefit the broader community.

Is arts sponsorship unique? Is it the same as sport sponsorship but less expensive? Although the debate continues, there is growing consensus that the nature of art and sport may be different, and whilst there may be different emphases in the approaches to art and sport, the core sponsorship management practices and decision-making processes are fairly similar.

Sport is most often about competition and an uncertain outcome.
Sport sponsorships therefore may hold greater popular appeal and result in increased media exposure. Sport is increasingly international in nature and often appeals most to mass-market demographics. In sport sponsoring companies therefore, the marketing teams are most involved and use abovethe- line communication techniques to reach large numbers of fans or customers, in increasingly cluttered environments.

Art is most often about artistic creation, expression and collaboration that preserves cultural identity and may facilitate intercultural dialogue3. The arts support the ability to deal with complexity and ambiguity (Organisation for Economic Co-operation and Development 1993.)

The ways in which a sponsoring company goes about setting their goals for the sponsorship, deciding what to invest in, managing the relationship with the sponsored organisation, and activating and measuring their sponsorship are similar, irrespective of the type of activity being sponsored. This toolkit is thus focused on the main decision-making processes and management practices involved in a sponsorship (see Figure 1). As an arts sponsorship toolkit, this guide is designed to assist Sponsorship and CSI managers within companies to review, refresh and enhance their arts sponsorship practice. For existing arts sponsors, the toolkit provides an opportunity to assess the depth and breadth of your practices to develop a more rigorous and sustainable arts partnership approach. For companies considering investing in the arts, the toolkit provides a step-by-step guide and set of exercises to craft a well-considered, longer-term arts partnership strategy. The toolkit will also provide valuable insight to arts organisations developing a strategy for business partnership.

Download the Tool kIt at:

* Disclaimer: Unless otherwise stated (eg VANSA updates), the opportunities listed in his mail-out and on our website are provided by third parties. They have been compiled based on their relevance to South African visual arts practitioners, organisations and businesses. VANSA does not take responsibility for the accuracy of information supplied by or sourced from third parties, and cannot be held responsible for any losses, damages, or adverse consequences that may arise from the usage of this information. If you are concerned that any item listed here or on our website may contain misleading or harmful information, involve criminal or unethical conduct or the violation of the rights of other parties, please notify us at

Bookmark and Share
Document Actions