sponsorium-report-may-sponsorshipOver 1,700 activities classified as being from the Arts sector were examined by airlines using the PerforMind software last year. This figure accounted for 24% of the sponsorship landscape, a close second behind Sports. Airlines partner with Arts event promoters mostly to cater to customer interests. Music events, exhibits, and cultural activities are often highlights that travelers research when planning. Airlines are therefore able to reach a more captivated audience with their messaging, often in advance of travel arrangements being made. Much of what sponsors seek now is rights to content which they can share.

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