Challenges and obstacles in cultural sponsorship.
Keys to building your own model
2nd Edition Training Program
May 5–6, 2026
Organizers:
Academic direction:
Academic director:
Juan Manuel de Toro, Professor, IESE Business School
University of Navarra
Language:
Spanish and English
Simultaneous translation available
Format:
in-person
Places:
limited
Price:
€1,250
See special conditions*
Contact:
cursopatrocinio@unav.es
+34 948 425 600 - (Ext./Dial) 802079
Course objective
Fundraising and building lasting relationships with patrons and donors are key themes of this course aimed at professionals in the sector.
The sessions will use real-life cases and practical tools to show how to develop projects with a truly forward-looking vision.
Who is it aimed at?
- Leaders of heritage or educational artistic initiatives with a cultural focus
- Professionals from institutions or associations
- Foundations
- Museums
- Theaters
- Cultural spaces
- Festivals
Program
Tuesday, May 5, 2026
09:30
Opening session / Why sponsor culture in the 21st century? New challenges and new opportunities
Pier Luigi Sacco, Professor of Cultural Economics, IULM University of Milan
Pier Luigi Sacco, Professor of Cultural Economics, IULM University of Milan
11:00
Coffee
11:15
Teamwork / Case Study: Friends of the Prado Museum Foundation
11:45
Session / Case Study: Friends of the Prado Museum Foundation / Structuring Competitive Advantage
Beatriz Muñoz-Seca, IESE Professor
Beatriz Muñoz-Seca, IESE Professor
1:15 p.m.
Conference / The challenge of maintaining service excellence
Beatriz Muñoz-Seca, Professor, IESE
Nuria de Miguel, Secretary General, Friends of the Prado Museum Foundation
Gemma Muñoz, Assistant Secretary General, Friends of the Prado Museum Foundation
Beatriz Muñoz-Seca, Professor, IESE
Nuria de Miguel, Secretary General, Friends of the Prado Museum Foundation
Gemma Muñoz, Assistant Secretary General, Friends of the Prado Museum Foundation
14:30
Lunch
3:45 p.m.
Conference / Culture of the future: AI and other challenges facing the sector
Luis Ferrándiz, IESE Professor
Luis Ferrándiz, IESE Professor
4:45 p.m.
Workshop / Where is the money?
Map of grants and subsidies for cultural projects
Antonio Bazán, Managing Partner, Factoría de Industrias Creativas
Map of grants and subsidies for cultural projects
Antonio Bazán, Managing Partner, Factoría de Industrias Creativas
18:30
End of the day
Wednesday, May 6, 2026
09:30
Visit to the Prado Museum from the sponsor's perspective
Alberto Pancorbo, Director of Activities, Friends of the Prado Museum Foundation
Alberto Pancorbo, Director of Activities, Friends of the Prado Museum Foundation
11:00
Bus trip to Campus Madrid
11:30
Coffee break
12:00
Conference / The museum between the public and private spheres
Experiences in patronage
Miguel Zugaza, Director, Bilbao Fine Arts Museum
Experiences in patronage
Miguel Zugaza, Director, Bilbao Fine Arts Museum
13:00
Round table / The sponsor's voice
Investor returns
Presented and moderated by
» Pepa Octavio de Toledo, Director of Citizen Art
Daniel & Nina Carasso Foundation
Speakers
» Borja Baselga, Managing Director, Banco Santander Foundation
» Emma Cerdá, Head of Luxury Brands Marketing
Melià Hotels
» Paloma Real, President of Mastercard's Western Europe Division
Investor returns
Presented and moderated by
» Pepa Octavio de Toledo, Director of Citizen Art
Daniel & Nina Carasso Foundation
Speakers
» Borja Baselga, Managing Director, Banco Santander Foundation
» Emma Cerdá, Head of Luxury Brands Marketing
Melià Hotels
» Paloma Real, President of Mastercard's Western Europe Division
14:15
Lunch
15:30
MUN Case / Reputation, promise, impact:
Key factors for attracting large donations
How a museum on a small Spanish university campus sustains itself with international patrons
Jaime García del Barrio, Director, Museo Universidad de Navarra
Key factors for attracting large donations
How a museum on a small Spanish university campus sustains itself with international patrons
Jaime García del Barrio, Director, Museo Universidad de Navarra
16:30
Closing session / Funding Culture Heritage: The national trust approach
Stacy Kangisser, Fundraising Director National Trust
Stacy Kangisser, Fundraising Director National Trust
18:00
Discussion and conclusions
18:30
End of the course
*Price and conditions
general price
€1,250
Includes
· Lunch on both days
· Certificate of attendance
Discounts
- Early registration (until February 25): 20% discount → €1,000
- Friends of the Museum: 15% discount → €1,062.50
- Friends of the Prado Museum: 15% discount → €1,062.50
- Professionals under 35 years of age: 15% discount → €1,062.50
Discounts cannot be combined.