Determinants of the Scale and Sustainability of Corporate Sponsorship in Arts

In the arts sector, which has traditionally relied heavily on public funding,corporate sponsorship has emerged as an important funding source for ensuring the sustainability of the arts and enhancing their social value. Having originated in charitable giving, corporate sponsorship has evolved into a strategic activity encompassing CSR and ESG initiatives. This study examines how firm characteristics, the perceived authenticity of arts sponsorship, and strategic orientation influence both the scale and continuity of corporate support for the arts, using survey data collected from companies engaged in mecenat activities. The analysis shows that larger firms, corporate foundations compared to general firms, and B2C firms compared to B2B firms tend to provide greater levels of sponsorship, and that a strategic orientation has a positive effect on the scale of support. Meanwhile, the scale and continuity of sponsorship are driven by different determinants; in particular, the authenticity of arts sponsorship was found to exert stronger influence on the continuity of support. This research expands the foundation of mecenat scholarship by conducting an empirical analysis from the corporate perspective and by distinguishing between sponsorship scale and continuity to clarify the multidimensional nature of corporate mecenat. It also offers practical implications for arts organizations and sponsorship intermediaries by underscoring the need for differentiated strategies tailored to firm characteristics.