A sensemaking perspective on arts sponsorship decisions

What is it about?

This study takes close look at how decisions are made within companies when they are considering sponsoring the arts. While sponsorship is often equated with a marketing expense, the decisions are not always straightforward, the results are not always easy to measure, and there is overall some ambiguity around this investment. Our study suggests that corporate managers are likely to be bringing in their own very personal knowledge and understanding of how this sponsorship might work in the community and for their company, they may consider whether their company is more or less "pro-social" (interested in being a part of doing good for society). They are essentially "making sense" of the sponsorship, and passing this along to others in the company. It is a process, rather than a single decision, that evolves, and involves interpretation at multiple levels of the company.

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Why is it important?

As traditional advertising is on the decline, companies are looking for more and varied ways to connect with consumers. Sponsoring an arts event allows that company to say "We believe in this! Just like you!" It allows them to get alongside the event and what it stands for. However, the decisions around sponsorship are complicated and complex. Arts managers, asking for sponsorship, need to think about how the decisions may happen within the company who is considering their request. Arts managers then need to think of themselves as supporting this process.