This article also examines the relationship between business and art in the context of an international
marketing strategy of a company in the wealth management sector. It analyzes how a partnership
with an arts institution can add value to a bank in its interaction with customers. The
study asks why and how a company in the financial services sector includes an art project in its
business strategy. It studies how arts sponsorship is used as a value-adding component in service
development and how it is used to differentiate wealth management services. The paper thus has
a dual purpose of examining the partnership between an arts institution and a commercial company,
and the relationship between the partners and their audiences.