Sponsorship as a Form of Fundraising in the Arts: A Bilateral Perspective Involving Relationship Marketing

An understanding of the workings, management and implications of sponsorship relationships, are becoming increasingly important to all arts administrators, in times of dwindling government assistance, and keener competition for audiences. Sponsorship research suffers from a lack of a suitable theoretical underpinning to assist operators in its understanding. This paper examines sponsorship in the context of relationship marketing and network theory. It concludes with case studies of two Australian theatre companies, illustrating application to relationship marketing principles.