Gratis pengar? - om sponsring av kultur
The purpose of this master thesis is to study sponsoring of culture. The questions asked are: What are the reasons for sponsoring? What are the advantages of sponsoring? What are the disadvantages of sponsoring? What is the relation between public grants and sponsoring? The thesis is based upon studies of literature and a case study in Malmoe. Malmoe Public Library received about a million SEK over a period of three years from the foundation of Foreningssparbanken Skane. The money finances two projects, one with new books, Nyhetstorget, and one with strengthened information for small companies, Projekt Förstärkt Näringslivsinformation. The definitions of sponsoring range from care of personnel to economic exchange. Exchange of value against something in return is fundamental for sponsoring. The main reason for cultural institutions wanting to be sponsored is financial needs. Sponsoring companies use sponsoring of culture as a marketing tool. Their main reasons are to gain goodwill and enhance their image, for which sponsoring of culture is considered especially useful. The main benefit for cultural institutions is extra working capital. Risks involved for cultural institutions are underestimating their own worth and name, economic dependency and indirect adjustment and influence. Public grants are meant to guarantee cultural political goals and the diversification of culture. Sponsoring can function as a complement. Considering the various economic, political and social influences on cultural life, my conclusion is that sponsoring of culture does fill a purpose as a financial complement under certain conditions.