One Party Gives and the Other Receives

I came across a piece of collateral from 1994 describing a new partnership between Hugo Boss and the Guggenheim.

The wording was very forward thinking and fresh, even for today. For example, the summary states that the partnership is a new model of collaboration where they seek to move on from the traditions of conventional sponsorship whereby "one party gives and the other receives."

I guess I never thought of sponsorship in those terms but clearly they were on to something.

More and more companies are moving away from traditional sponsorship and looking for ways to "own" a platform to help them achieve business goals.

In the museum world, take note of the growth of awards and traveling exhibitions.