As the advertising world becomes more cluttered, it makes a difference for them to stand out and really connect with the consumers. Sponsorship in the arts is a way to connect with the customers on more of an emotional and visceral level.

184

Five years ago, [these companies] wouldn't have been sponsoring events. Today, they are doing quite a bit and they really have to because of the competitive nature of what they are doing.

165

Historically, they've gone after donations kind of hat in hand and they've realized that they've got to compete with these people.

132