Power, Patronage and Purpose: Why the Arts Matter in Corporate Strategy

This conversation explores how marketers and cultural leaders can unlock the strategic value of cross-sector partnerships to drive brand differentiation, reach new audiences, and engage in meaningful dialogues that support commercial KPIs as well as demonstrable positive social impact. With perspectives from organisations leading innovation in both sponsorship and cultural production, we will ask: what role should business play in the future of the arts, and what needs to change to make that role more impactful, inclusive, and sustainable?