Cultural sponsorship fosters artistic creation and enhances a company's reputation

The cultural sector is currently experiencing a period of particular dynamism: museums, theaters, festivals, and artistic projects are playing an increasingly important role in society. However, one of the sector’s major challenges remains ensuring sustainable funding that allows for the development of high-quality initiatives over the long term.

With the aim of providing tools to address this challenge, the Friends of the Prado Museum Foundation (FAMP), the Museo Universidad de Navarra MUN), and IESE Business School are organizing the course “Challenges in Cultural Sponsorship: “Keys to Building Your Own Model,” which will take place on May 5 and 6 at the University of Navarra campus in Madrid (C/Marquesado de Santa Marta, 3).

The program will bring together fourteen industry professionals who will share their experiences, strategies, and insights regarding sponsorship. Among them are two prominent international figures: Pier Luigi Sacco, a professor at IULM University in Milan and an expert in the economics of culture, the economics of contemporary visual arts, art markets and institutions, as well as models of culture-based local development and corporate social responsibility; and Stacy Kangisser, Director of Fundraising at the National Trust. Kangisser will address the value of social cooperation and the global approach to cultural patronage: “This course offers a space for shared learning among cultural organizations facing similar challenges. I will share some positive experiences from the National Trust, with a special focus on practical ideas that participants can apply in their own contexts. “Our work is based on the collaboration of millions of members, volunteers, staff, donors, and partners, creating partnerships that generate public benefit and, at the same time, add value to our brands,” says Kangisser.

At the national level, we will feature presentations by prominent speakers such as Beatriz Muñoz-Seca, professor emerita at the IESE Business School of the University of Navarra, and Miguel Zugaza, director of the Bilbao Fine Arts Museum, among others.

Muñoz-Seca will present for the first time the case study “ : The Friends of the Prado Museum Foundation (FAMP),” the result of nearly two years of research conducted in collaboration with the museum’s management team. This analysis delves into the challenges of visitor services and the key factors for maintaining standards of excellence.

For his part, Zugaza will offer insights based on his experience at institutions such as the Reina Sofía Museum, the Prado Museum, and the Bilbao Fine Arts Museum itself: “Beyond theory, I am interested in highlighting the diversity of public-private partnership models developed in Spain and their impact at both the regional and international levels.”

The course aims to rethink cultural sponsorship as more than just a funding mechanism: it is a strategic tool capable of generating shared value, strengthening institutional positioning, and building strong relationships between the cultural sector, the business world, and society.

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Program and registration: https://museo.unav.edu/curso-patrocinio

Standard rate: €1,250