New research commissioned by Arts & Business NI (A&B NI) has highlighted the significant value of strategic partnerships between the commercial and cultural sectors, positioning them as crucial tools for social and economic development.
The comprehensive study, carried out by Perspective Economics, examined the value of business-arts partnerships as well as the impact of the A&B NI Investment Programme, a match-funding scheme that supports creative partnerships across Northern Ireland which is funded by The Arts Council of Northern Ireland.
The research involved reviewing over 300 organisations about their collaborative experience, examining over 90 reports from A&B NI projects and analysing the activity of thousands of businesses in NI to explore their engagement with the arts.
The results provide compelling evidence for the value of corporate-cultural collaboration in Northern Ireland, demonstrating clear and measurable commercial returns for businesses. Notable findings include:
- Brand and reputation: 76% of businesses reported a positive impact on brand awareness and reputation through partnering with the arts.
- Customer engagement: Some businesses in Northern Ireland reported a 32% increase in footfall and a 20% sales lift during arts partnership events.
- SME impact: 61% of organisations involved in creative partnerships are Small-Medium Enterprises (SMEs), who were found to also typically contribute greater proportional volumes to the arts on a per-employee basis.
- Sectoral insights: The retail sector remains the largest overall investor in the arts, closely followed by transport and infrastructure, then finance, banking, and insurance.
Beyond financial support, over half of arts organisations view corporate partnerships as vital in helping them reach new audiences and create innovative new work.
Partnerships supported by the A&B NI Investment Programme between 2019 and 2024 engaged with almost half a million members of the public and created over 3,000 working opportunities for local artists. During the same period, businesses involved with partnerships supported by A&B NI went on to invest a further £1.7 million in the arts, an effective return on investment of over £4 by the private sector for every £1 of funding provided.
Commenting on the research Sam Donaldson, Director at Perspective Economics said, “This research provides clear evidence that shows the real value of partnerships between arts and business organisations across Northern Ireland. It is particularly encouraging to highlight how many SMEs closely engage with community and arts organisations and help to generate a multiplier effect that benefits both sectors, contributing meaningfully to inclusive growth. This helps to ensure Northern Ireland can be a place that people want to live, work, and perhaps most importantly – enjoy the strength of events and creativity that our arts sector has to offer.”
Building on these findings, A&B NI has announced a new match-fund designed specifically for small and micro business owners.
Brona Whittaker, Chief Executive at A&B NI, comments: “We’re thrilled to be launching the A&B NI Fuse Fund in February 2026. This is about making it simple for small and micro business owners to further engage with local creativity, many for the first time, providing that initial spark. We believe this will ignite a powerful ripple effect, driving deeper, mutually beneficial partnerships across Northern Ireland. This research confirms our core belief, that when commerce and culture align, the benefits are felt by everyone.”
The A&BNI Fuse Fund will match up to £2,000 of small business sponsorship towards an upcoming creative project delivered by an arts organisation. This could include, for example, sponsorship of a local theatre production, creative workshops for staff, a visual arts exhibition, or a community festival. Matched funding can then be used to help bring the partnership to life through marketing, community engagement, and other collaborative activity.
Damian McParland, Chair of A&B NI, adds: “The findings of this research underline the central role creative partnerships play in the local economy. It is clear businesses no longer view arts partnerships as merely philanthropic but are embracing them as strategic tools that offer returns across marketing, social value, and workforce development. For the arts sector, collaborations are equally valuable, providing them with opportunities to develop new work, connect with wider audiences, and meet new artistic objectives.
“As the creative sector grapples with the effects of our challenging economic climate, the argument for increased private sector support for the arts has never been stronger. Our Investment Programme offers a clear value proposition and the match-funding we provide is proven to develop strategic partnerships that endure well beyond any single project.”