Arts & Culture

From Parliament to the Fringe: Who should fund the Arts?

From Parliament to the Fringe: Who should fund the Arts?

Jul 9, 2025

Edinburgh’s Festival Fringe, the world’s largest open-access arts festival, finds itself at a crossroads a month before its starting date in August. Amid growing calls to cut ties with fossil fuel sponsors, the Fringe is grappling with a question that resonates across the cultural sector: how to reconcile ethical sponsorship demands with financial realities in order to fund...
Sponsorship exclusivity: Why sharing is not caring

Sponsorship exclusivity: Why sharing is not caring

May 28, 2025 |

In sponsorship, one golden promise makes the big money flow: exclusivity. The idea that your brand gets to own a space, be the one and only, and enjoy a clean stage without rivals crowding your spotlight. But today, sponsorship exclusivity is starting to look like a myth. Rights holders are carving up the same categories, reselling them by region, repackaging them for host...
Aviva is using cultural sponsorship to reignite its brand and back the UK

Aviva is using cultural sponsorship to reignite its brand and back the UK

Apr 3, 2025 |

Aviva has a long-standing presence in sponsorship, spanning rugby, football, athletics, and cycling. However, when those UK partnerships ended in 2018, a noticeable shift occurred. “We began to see a gradual decline in brand health and a lack of differentiation in a crowded financial services category,” says Tom Whiteside, Head of Group Sponsorship at Aviva. By 2023,...
Data driven sposnsorship