Developing Creative Partnerships - Introductory Course

Registration: 9:30 | Event 9:30 - 12:30


Online event

This ‘how-to’ guide to sponsorship will take you through the key steps to sponsorship from attracting a business to nurturing and developing long lasting cultural and business partnerships. If you have little experience or just want a refresher on this area of fundraising, then this seminar is aimed to help you on your journey to sponsorship success. Peppered with sponsorship stories gathered from Arts & Business Scotland match funding programmes. The course will be run online over 2 sessions taking place on the following dates:

Thursday 28 October, 9.30am – 12.30pm

Friday 29 October, 9.30am – 12.30pm

The course will explore the following:
* What is sponsorship?
* The reasons why businesses sponsor arts and heritage
* How to identify potential businesses
* Understanding what businesses need from their sponsorships and cultural partners
* How to build strong creative partnerships
* True stories showing the power of business and cultural partnerships

This training is for you if you are seeking or considering seeking business sponsorship for your organisation’s activities or specific projects.

There will be 12 places on this course.


About the trainer

Alice Samtoy is a corporate partnerships expert with significant experience in creating business partnerships for the cultural sector. With over £8m in partnerships value delivered, 14 years of industry experience, and three academic degrees, she has deep professional knowledge and expertise in creating meaningful, creative and innovative partnerships between companies and arts organisations.  

Alice believes that effective corporate-arts partnerships can deliver exceptional results, that the power of the arts to transform people’s lives can be powerfully amplified with the support of a strong corporate partnership. She works with companies to give them the tools to create high-performing and rewarding arts partnerships.

Before launching her consultancy, Alice worked for major institutions such as the National Theatre, the Barbican Centre, English National Opera, the Royal Philharmonic Orchestra, the City of London Festival and the Royal Scottish National Orchestra.


"This is an extremely enjoyable, useful and comprehensive day well worth your time to develop sponsorship skills." Conor O'Donnelly, Aberdeen City Council

"Great session covering all major topics of sourcing and retaining sponsorship. I will recommend!" Jennifer Campbell, Erskine

“Real life examples, successful and not so successful stories and real life figures to provide context. I felt the content was great and the extra materials to take away were a nice bonus.” Lorna Mullan, Renfrewshire Leisure

“Excellent. It was great to be asked to put myself in business’ shoes. This session has made me think differently about creating a creative partnership.” Emyr Bell, North East Arts Touring

It was very in-depth and covered all aspects of corporate sponsorship for arts & heritage organisations. Anne-Marie Platt, National Theatre of Scotland

Go - you're bound to learn something useful! Carol Main, Live Music Now Scotland

Very thorough coverage of subject. Very interactive. Made me think through both sides of sponsorship partnership (i.e. arts organisation and business). Antonia Clark, National Library of Scotland

You will come away with a different perspective on approaching sponsors - selling not asking. Alison Thomson, Scottish Ballet




£80 + VAT for Arts & Business Scotland members


£100 + VAT for non-members

Find out about Arts & Business Scotland membership


Cancellation policy:

Cancellations can be made free of charge up to 1 week before the event date with a full refund. After this date a 100% cancellation charge will apply. Substitutions (ie transferring your place to another person) for the course or event booked can be made free of charge at any time.

Arts & Business Scotland reserves the right to cancel any event or course two weeks prior to the event date. You will be entitled to a full refund or given the opportunity to transfer to an alternative date. However, we regret we cannot refund any travel or accommodation costs incurred.

It may be necessary for reasons beyond our control to change the date, time or venue at any time prior to the course or event. If this happens, you will be given the opportunity to cancel or transfer to an alternative date.

Arts & Business Scotland reserves the right to amend the content of the programme of speakers where necessary.