From Sponsorship to Partnership in Arts and Business Relations

A substantial amount of research has analyzed business benefits that derive from arts sponsorship and philanthropy. However, very little has been investigated about the influence of partnerships with the arts on businesses. This article highlights the particular nature of partnership and compares sponsorship and partnership with respect to business benefits. The quantitative methodology was applied, collecting data from 239 companies that collaborate with arts organizations. The study shows that partnership collaboration with the arts increases creativity and learning, and enhances positive relationships with communities and stakeholders.