Tate understands business. Tate Publishing is one of the world’s leading publishers on the visual arts. Our much-loved merchandise ranges from children’s arts packs to jewellery by young designers. Across our activities we work and partner with networks of industry.

Supporters can access our network and find a home in which to entertain their own.

Case study:Miró syndicate sponsorship

Joan Miró, 'A Star Caresses the Breast of a Negress (Painting Poem)' 1938

Joan Miró
A Star Caresses the Breast of a Negress (Painting Poem) 1938
Oil on canvas
support: 1295 x 1943 mm frame: 1365 x 2001 x 90 mm
Purchased 1983© Succession Miro/ADAGP, Paris and DACS, London 2002

View the main page for this artwork

Background

British Land, Finsbury, Goldman Sachs and JCA Group formed a syndicate of support for the landmark 2011 Miró exhibition at Tate Modern.

Objectives

Through sponsorship of the exhibition, the syndicate:

  • Aligned their brands with the international Tate brand
  • Engaged clients through exclusive entertaining around the exhibition
  • Profiled their brands to key audiences, including business figures and opinion formers

Partnership

Each sponsor engaged with the exhibition in a variety of ways, including:

  • Exclusive client events including breakfast events, receptions and dinners featuring guided tours of the exhibition from Tate curators and art experts that gave unique insight into the blockbuster exhibition
  • Office talks with Tate art experts giving insight into the artist and exhibition to employees and partners prior to client events
  • Workshops and tours for link schools – several partners chose to gift workshops or tours to link schools allowing children to take part in stimulating and exciting activities with Tate artist educators
  • Exclusive access to Tate opening events including invites for senior executives to the Tate opening reception and dinner as well as the exhibition press view

Successes

  • Collectively the syndicate hosted eight exclusive evening events with Tate art experts, curators and senior personnel for close to 2,000 people
  • Over 300,000 visitors came to the exhibition making it the 9th most popular exhibition at Tate Modern
  • Over 200 press articles covered the exhibition, with 60 key articles in the national press
  • Nearly 300,000 print items were created for the exhibition crediting the sponsorship syndicate