How sponsorship has played a starring role in performing arts

IN 2009/2010 corporate backing for the arts in Scotland saw a 6 per cent increase in real terms to £41.7 million, compared to a 3 per cent fall across the UK, according to the Arts and Business Scotland organisation.

Tesco Bank, like Virgin emerging as a new player in the banking business, became a backer of the Aye Write! literary festival in Glasgow, and will support the event again in 2011, including its schools programme.

In December Bank of Scotland, now owned by Lloyds Banking Group, announced a wide-ranging, two-year deal to support productions, training and audience outreach at the National Theatre of Scotland.

The Edinburgh Fringe in June announced a new sponsorship deal with Deuchars IPA, with the Edinburgh-brewed ale branded across Fringe venue boards for the next three years. Barclay Price, the director of Arts and Business Scotland, working with corporate supporters in the sector, said the Virgin Money deal was "a great piece of news" for the Fringe and for sponsorship of the arts.

"One of the encouraging signs is about new people coming on board. We are seeing some major players coming in to add to what we have got," he said.

"There are new financial companies being attracted into Scotland, bringing sponsorship."

Banks, in particular institutions like RBS, which were bailed out with huge sums of public money, had been cautious of image problems if they lavished large amounts on sponsorship deals, he added.

But there were signs that financial institutions now realised that sponsoring community activities like the Fringe would win public support. "They recognise that if you choose the right thing, it's fine and people appreciate that. Arts sponsorships are quite popular", Mr Price said.