Institute of Contemporary Arts (ICA), London

ICA becomes first UK arts centre to enter into title sponsorship with Toshiba agreement

In exchange for the monetary support the car company will provide, all ICA branding will include their logo

The Institute of Contemporary Arts announced last month that it had become the first arts centre in the UK to sign a title sponsorship deal. In return for three years’ worth of financial and material assistance from Toshiba Corporation, in the region of £500,000, an ICA/Toshiba logo will appear on all ICA promotional material. Although Toshiba emphasises that the ICA’s artistic freedom is being maintained, the deal calls into question how far an institution should be prepared to go in order to secure non-government funding.

Originally appeared in The Art Newspaper as 'ICA announces Toshiba title sponsorship'

Appeared in The Art Newspaper Archive, 41 October 1994