Supporting local artists in the regions of the world where the bank is building its presence is intended
to help bring credit to its brand. UBS has a long history of supporting culture and arts
where the bank operates. Being “genuine and believable is a demonstration of how we approach
the region. You can’t just do it from a banking perspective. You can’t really say that you are local
and you understand the culture. In places like Singapore or Hong Kong that are incredibly
diverse both culturally and in terms of ethnicity, one cannot relate to the local community without
taking a fuller view of history and culture and art and people making art.” (UBS Sponsorship
director)