In 2010, after redesigning its sponsorship strategy (which had previously included major engagements
in classical music), the bank chose to focus its sponsorship on contemporary art as a
global theme. This was an area where it believed it could leverage its own heritage of collecting
art as well as its long-term involvement in arts institutions and the art market through partnerships
with art fairs (including Art Basel, Art Basel Miami Beach and Art Basel Hong Kong from
2013), as well as the Beyeler Foundation in Switzerland and the Nouveau Musée National de
Monaco.