Four and HSBC picked up the top accolade in cultural sponsorship at the Hollis Sponsorship Awards last night, winning Arts Sponsorship of the Year for the bank’s international Festival Brazil 2010 programme.
Following the focus on India in 2009 and China in 2008, HSBC’s global Cultural Exchange programme looked towards Brazil in 2010. Using the bank’s sponsorship of Southbank Centre’s Festival Brazil as the platform, an extensive leveraging programme of global business and cultural events celebrated HSBC’s connections with Brazil.
Rachel Clarke, head of Arts, said: “This win highlights the great successes of HSBC’s international Festival Brazil campaign. In a very competitive category, we are delighted that the team’s work has been recognised in this way.
“It was also a great night for the arts, with arts sponsorships winning awards across the categories. On a difficult morning for many organisations, as Arts Council funding decisions are announced, it’s important to acknowledge the value of sponsorship to the funding mix and the benefit to both sponsors and the arts.”
Last night’s Hollis Awards success follows last year’s double win for HSBC’s international programme surrounding its sponsorship of Indian Summer at the British Museum.
The ‘Oscars’ of the Sponsorship industry, the Hollis Sponsorship Awards are the premier accolade in UK sponsorship. Created in the early 1990s, the awards are presided over by a panel of leading industry judges, and attract an increasing number of entries each year.