Sponsorship is very common in the field of culture, especially during economically trying times. However, the very term sponsorship is often misleadingly used without clear disassociation from unilateral financial support, donations, and patronage and funding.

To many artists and cultural producers, to say "we are looking for sponsors" is the same as "we urgently need money". To them, seeking sponsors is the same as begging for financial support, as humiliating as that may be. Many artists simply overlook the immeasurable counter value which they can offer. Art produces emotional attachment. Culture touches the hearts of people. Music brings excitement and creativity inspires. Cultural events leave an imprint in our hearts for many
years.

Cultural sponsorship is a mutual business. When supporting a cultural project, the sponsor's efforts must result in a distinctly measurable counter value.