Cookies play an important part in ensuring that a website works correctly. Several of these cookies are technically essential to guarantee certain functions of the website. In addition to this, we use several cookies to collect information regarding user behaviour on this website, which is then used to continually improve our website. Click on "I agree" to accept cookies. You can find further information on our data protection site.

News Detail

Developing new bridges between culture and business

Hans-Conrad Walter from Causales Cultural Brands explains students how to bring perfect partners in the growing market of cultural sponsoring together

Hans-Conrad Walter von Causales Cultural Brands

Sponsoring is an area between the arts and other organisations and has gained increasing social and cultural relevance – not only in Germany, but internationally.

This is yet another possible area of work for those who have been educated as creative industries managers, as they understand arts and culture and see management opportunities. On the professional advisory board of the Creative Industries Management B.A. is Hans-Conrad Walter, managing director of Causales - Gesellschaft für Kulturmarketing und Kultursponsoring, one of the leading agencies for cultural marketing and cultural sponsorship in Europe.

Hans-Conrad Walter visited the Public Relations seminar with Prof. Dr. Biehl and provided several compelling examples of successful partnerships between businesses and cultural organizations. Causales has been advising corporations in their strategic planning of sponsoring processes for the past 13 years, providing consulting services to more than 125 culture providers and corporations. The company has brokered 270 sponsoring partnerships between culture, economy and the media in the German-speaking region, generating 7-digit total volumes, and drawing on their 44,000 European contacts.

Students got some real-life insights into how consulting of culture projects and the brand development processes happens, the development of marketing and sponsoring concepts, and the challenges and success stories of matching with compatible business sponsors.

For more information, please see:

Prof. Dr. Biehl will give a keynote speech at this year’s Culture Invest Congress (KulturInvest-Kongress). The motto is „100 Impulse im Spannungsfeld von Ästhetik und Effizienz“ (100 ideas between efficiency and aesthetics) at the 10th anniversary of this successful networking event for new approaches to culture management, culture funding and culture communications with 500 representatives from the worlds of culture, commerce and politics.



Our contact

Prof. Dr. Brigitte Biehl


for the B.A. Creative Industries Management & M.A. International Management (Creative Industries) |Professor for Media and Communication Management | Director of the "Institut für Weiterbildung in der Kreativindustrie (IWK)"
Telephone +49 30-2332066-19 Send an email