In Toronto, Peter Menzel, the owner of a German car dealership, agreed to sponsor the annual Messiah concert of the Tafelmusik Orchestra because he liked their music. But when presented with data showing a strong link between classical music and his clientele, Menzel upped the ante. His dealership now participates in a joint promotion wherein every car buyer drives away with a Tafelmusik cassette. For starters, asking the question. Every year since 1976, Petro-Canada has assisted ATP with a donation that sponsors one of its plays.
Sponsorship is a common form of business support for the arts.
In exchange for sponsoring a play, a concert or exhibit, the name and logo of the sponsoring company is marketed alongside the event. For business, the trick is to sponsor an event with the greatest appeal to a current or potential clientele. Of course, money isn't the only commodity that's donated to the arts. Canadian tax law does not generously reward corporate giving. At the same time, because of fierce competition for charity dollars, only 12 percent of Canadian corporate giving is directed toward the arts.