Building mutual rewarding sponsor relationships between museums and corporations

Ana-María Casado-Molina*, Pilar Alarcón-Urbistondo, Cees B.M. van Riel

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review


This paper proposes a theoretical model for the holistic description of the conditions to be met for a mutually beneficial relationship between museums and sponsoring corporations, from the perspectives of both parties. Based on interviews of sponsorship managers in top Dutch museums and their sponsoring corporations, and the application of Grounded Theory, the categories and relationships that describe the model are identified. We conclude that for a successful sponsorship, both the commercial and cultural drivers behind this relationship must be considered, and the organisational performance, management and joint cooperation should be deemed satisfactory. Moreover, such sponsorships should be aligned with the demands and requirements of society.

Original languageEnglish
JournalCultural Trends
Publication statusAccepted/In press - 2023

Bibliographical note

Publisher Copyright:
© 2023 Informa UK Limited, trading as Taylor & Francis Group.


Dive into the research topics of 'Building mutual rewarding sponsor relationships between museums and corporations'. Together they form a unique fingerprint.

Cite this