Cultural sponsorship has become a part of the marketing mix and both
parties used it to increase their publicity. Cultural bodies seemed to be more
interested in the direct economic impact of sponsorship than companies, which
often have to be content with immaterial aspects like client contentment etc.
Companies were looking for new ways to make use of co-operation. Instead of
big, one-time events companies are more willing to sponsor smaller scale
events with special productions. These can give better publicity and opportunities
to concentrate on hosting their own business contacts. Long-term contracts
are also preferred, and three year contracts are coming into general use