New ESA Report: Major Growth Potential in Arts & Culture Sponsorship
- 61% of survey respondents say they do not currently sponsor cultural organisations – but 62% express a desire to do so.
- First-ever ESA Guide to Arts & Culture Sponsorship launched to address knowledge gaps, in response to less than a third feeling well informed about sector.
- European sponsorship market is worth €32.91bn1, with only 29% of total spend allocated to non-sport sponsorship, which includes arts & culture.
The unique value and growth potential of arts and culture sponsorship in Europe has been underlined by a suite of research released today by the European Sponsorship Association (ESA).
The ESA Guide to Arts & Culture Sponsorship was launched at a special ESA Breakfast forum event at the National Portrait Gallery in London, which enabled more than 100 senior sector professionals to discuss the mutual benefits of cultural organisations partnering with commercial brands.
That potential was underlined by the release of an initial and indicative ESA Survey, which found that 62% of respondents were likely or very likely to consider potential sponsorship opportunities with a cultural organisation in future – with only 25% of them currently involved in such partnerships.
According to the latest ESA Sponsorship Market Overview, European sponsorship is worth €32.91billion – but 71% of this spend goes to sport, with €9.49bn (29%) shared between all other categories (arts, charities, education, entertainment etc).
One key barrier identified in the ESA Survey was a lack of information, with only 32% of respondents saying they felt well informed about arts and culture sponsorship.
The 34-page ESA Guide, containing analysis and case studies from across the continent, is one step being taken by ESA to address the lack of information highlighted in the survey.
Funding from the corporate sector is already an important part of the funding mix. According to Arts Council England’s 2025 Private Investment in Culture Survey, 17% of all income was contributed, amounting to £463m. One-tenth of this funding, £43m, came from companies. This figure was an increase of 7% over the period.
In summary, the ESA Survey found:
- 61% of respondents said their company did not sponsor arts and cultural institutions
- 14% said their company had previously sponsored arts and cultural institutions but did not at present
- 25% said their company currently sponsored arts and cultural institutions
- 62% said they were likely or very likely to consider potential sponsorship opportunities with a cultural organisation in future
- Only 32% rated their current knowledge and understanding of cultural sponsorship opportunities and what they were able to deliver as good / high.
Martin Prendergast, ESA Board Director and co-author / editor of the ESA Guide, commented: “Arts and culture sponsorship remains one of the most untapped opportunities in our industry. To use just one example, 17million people attend theatres in London’s West End annually, compared to 11million attending Premier League football matches, proving that arts and culture as a sector can deliver audiences at scale.
– With this first-ever ESA Guide to Arts and Culture Sponsorship, we want to turn that openness into action. The opportunities for brands are enormous – rich storytelling, trusted institutions, deep audience connection and real social impact. If brands lean in, we can unlock a new golden era of award-winning partnerships between visionary companies and the cultural organisations that shape our society.ESA’s latest survey shows a striking gap between perception and potential: 61% of brands have never sponsored a cultural organisation, yet 62% say they are open to doing so.
The ESA Guide and Survey were created in partnership with the Heads of Corporate Network (HOCN), an informal group of professionals working in the arts and culture sector.
A HOCN spokesperson said: “The arts and culture sector has long understood the power of creative partnerships along with the valuable and unique range of benefits they offer brands. But we also know just how much potential remains untapped.
– Working with ESA on this guide has demonstrated what our community does best: collaborating, sharing insight and creating resources that benefit the whole industry.It’s why we wanted to create this guide, and offer brands a clear, practical route into the sector – grounded in real experience and drawing upon evidence from leading organisations, alongside a range of case studies.
– With so many brands expressing interest but lacking the information they need, we hope this guide will help turn curiosity into confident, ambitious partnerships that deliver real value for organisations, audiences and society.
