1.21.2013

企業贊助藝術的當代典範:德意志銀行 (下) A Contemporary Exemplar of Corporate Sponsorship of Art: Deutsche Bank II


2012年12月22日 Update   文  / 何冠緯


德意志銀行(Deutsche Bank, 以下簡稱德銀)自2004年起開始具名贊助Frieze Art Fair[1],佈下了贊助藝博會長期計畫的第一顆棋。在往後的將近十年裡,德銀還曾經贊助過Art Cologne、TEFAF、dOCUMENTA、Tokyo Art Fair、Art HK等大型藝博會。在世界各地的藝博會上,只要留心找找,通常能在眾多贊助商家的商標中看見德意志銀行的小方塊。繼上回介紹了德意志銀行多元的藝文投入,這回我們要來看看德銀贊助的主力 ─ 藝術博覽會。

位於倫敦攝政公園的Frieze Masters©Frieze Masters

德意志與全球藝術博覽會
德銀從贊助藝術活動至今,曾經贊助的藝博會眾多,且質量兼俱。從贊助資歷看來,德銀可說是藝博會今日鼎盛春秋的重要推手。在全球藝術市場蓬勃發展的今日,除了已經在過去幾年裡建立起經營脈絡的主要藝博會之外,還有更多新生代藝博會正在嶄露頭角。而不論是老字號還是新生代,德意志銀行都有贊助的對象;德銀對藝術界的深耕,在全球藝博會當道的盛世展現了他無可取代的影響力。

Deutsche Bank CSR Report 2011, p.83, “International Art Fair”

<全文刊登於台北藝術論壇電子報2012VOL.22>



2012/12/22 Update   Writer  / Johnny HO

Deutsche Bank started as the leading sponsor for Frieze Art Fair in 2004[1]. It was the first step it took in sponsoring art fairs, carrying out its long run plan. In the following years, Deutsche Bank has also sponsored Art Cologne, TEFAF, dOCUMENTA, Tokyo Art Fair and Art HK. Among the art fairs around the world, Deutsche Bank is often found playing the key role as the main sponsor of them. Following up the former episode introducing the dedication to contemporary art of Deutsche Bank, this time the main focus is on the art fairs.

Deutsche Bank and Art Fairs

Ever since Deutsche Bank started in promoting art, it has supported several art fairs, and lots of them are indeed influential art events nowadays. If we learn the history of Deutsche Bank’s art fair sponsorship, we may find Deutsche Bank widely recognized for its prominent importance over the process of developing this “era of art fair”. All along with the years of participation in the field of art fair sponsorship, Deutsche Bank has established itself as the most influential art fair sponsor in art world.


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