How partnerships can help arts partners 

For artists and arts organisations, business partnerships can provide you with financial and non-financial support that strengthens your work and long-term sustainability.  

Partnerships can help: 

• reduce costs through in-kind support
• support specific creative projects and programs
• increase access and participation for audiences, communities or priority groups
• connect you to new people
• build your profile and credibility
• diversify your income. 

How partnerships can help business partners 

For businesses, partnerships can help them meet business goals. Research by Creative Partnerships Australia identified 5 key motivations for businesses: 

1. reputation
2. value
3. people
4. professionalism
5. results. 

Below are examples of business goals and how an arts partnership can help. 

1. Build brand awareness and loyalty 

The business wants more people to know who they are, understand what they offer and feel a positive connection to their brand. This helps them stand out from their competitors. 

How a partnership helps 

Connects the business to arts experiences, audiences, events or cultural moments. This builds awareness, recognition and positive association. 

2. Reach new customers 

The business wants access to a specific audience, market or location. 

How a partnership helps 

Gives the business a trusted audience connection, place-based reach or targeted engagement. 

3. Strengthen client relationships 

The business wants access to meaningful experiences for its clients or stakeholders. 

How a partnership helps 

Gives the business access to venues, tickets, behind-the-scenes access, networking or bespoke experiences. 

4. Attract, retain and engage staff 

The business wants to support recruitment, retention, staff wellbeing, culture or learning. 

How a partnership helps 

Gives the business’s staff access to wellbeing or learning opportunities. For example, creative workshops, tickets, volunteering opportunities or team experiences. 

5. Build reputation 

The business wants to strengthen how customers, peers, stakeholders or the public see it. 

How a partnership helps 

Aligns the business with trusted artists, programs, venues, festivals or cultural organisations. 

6. Show community contribution 

The business wants to show support for a place, community or local outcome. 

How a partnership helps 

Connects the business’s brand with local artists, activities or festivals supporting community. 

7. Support social impact 

The business wants to meet its corporate commitments. This could include environmental, social and governance (ESG) goals, reporting requirements, values or strategy. 

How a partnership helps 

Gives the business opportunities to support activities that contribute to its corporate social responsibility or ESG goals. The business.gov.au website has more about using ESG practices in business.