Caroline Schmitz in a portrait for Delano by Marion Dessard
Why Luxembourg companies sponsor cultural events and venues.
From theatre productions and music festivals to art exhibitions and fashion shows, Luxembourg’s cultural offerings are bountiful.
Typically, cultural sponsorship involves either hosting an event, acting as a service provider, being an external unrelated partner, or an amalgamation of any of these. Delano speaks to some of the big brands in Luxembourg that are actively involved in cultural sponsorship to find out how they go about it and what’s in it for them.
Mark van Kauvenbergh of CFL, Luxembourg’s railway network, explains: “Sponsoring contributes to our visibility and image but this is not our main purpose. As a public company, we approach sponsorship more as an expression of our corporate social responsibility, therefore we do not go about it in the traditional marketing sense.”
Local initiatives, heritage
Social responsibility also plays a role for the car dealer Autopolis, a long-standing partner of the Rockhal which also supports local bands and artists. “Although the focus is not on sales, we do look for notoriety and maximum exposure to potential clients and to promote our image at events that are different for the automobile industry,” says Kevin Colas. “Our partnership with the Rockhal enables us to invite clients to concerts and to spend an evening with them in a cultural setting.”
“Generally speaking, BGL BNP Paribas chooses partnerships with well-known institutions and established artists able to inspire their audiences, but we are also very much committed to encouraging young talents,” adds the bank’s Caroline Schmitz.
CFL engages in two forms of sponsorship. The first concerns cultural events that take place on their premises, such as the many exhibitions that the main station hosts. “The current exhibit is by Médecins Sans Frontières until 19 October. This type of sponsorship is more a way of supporting local initiatives,” van Kauvenbergh stated in September. “The second is to sponsor events and venues that have a direct connection to our services. We have a natural interest in promoting the Rotondes, not only because it is next to the main station but also because it is a significant part of the station’s heritage.”
BGL BNP Paribas has a slightly different approach: “There are so many great and interesting artists in a really broad variety of fields that it becomes more and more difficult to make a selection, since, of course, there are budget lines to respect,” underlines Schmitz.
“It must be remembered that sponsoring in culture is not an investment like any other. It has to be considered in the long term and it is very complicated to predict the impacts. However, we are convinced that it is a strong and fantastic lever for economic and social development.”