Corporate Sponsorship in Culture – A Case of Collaborative Marketing by a Global Bank and a Major Art Museum

This paper examines cultural sponsorship from a partnership perspective.
It studies the collaboration between two international institutions,
a bank and a museum, and their value co-creation with customers and
audiences. This in-depth case study of a sponsorship collaboration
between a global financial institution (UBS) and a multi-site museum
(Guggenheim) evaluates critical aspects of resource integration between
the partners with implications for the theory and practice of service
innovation. For the bank, the partnership with a major art institution
gives access to cultural, symbolic, and social resources that can
add value to and differentiate its services. For the museum, the partnership
supports its international expansion in terms of audiences and
acquisitions of art from regions of the world previously underrepresented
in its collection. The partnership also helps to expand the network
of museum partners and potential donors. The study contributes
to the understanding of co-marketing partnerships between commercial
actors and arts organizations and explores critical elements of resource
integration in terms of complementary resource mobilization
and internal integration.

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