Cultura+Impresa prize

Objectifs clefs de la mesure:

The Committee not profit CULTURA+IMPRESA (CULTURE + COMPANY) is promoted by Federculture and The Round Table, with the collaboration of the Italian Foundation Accenture, the Chamber of Commerce of Milan and UPA - Members Advertising Associates. It presents this prize which aims to reward the best sponsorship projects, cultural partnership, and cultural Corporate Production, enhancing the presence and role of both, cultural operator or 'sponsee' and company that 'sponsors'.

The Italian cultural heritage is increasingly seen as one of our social and economic development driver. But national and local public resources devoted to the support of Culture have been reduced significantly over the years. Therefore, private investment, particularly of companies and foundations represent a significant resource for cultural operators. Investments are not only economical but also professionals or technological.

Périmètre de la mesure:
Regional, National
Nature de la mesure:
Principale caractéristique de la mesure:

Award CULTURE + COMPANY is part of 'Project + CULTURE COMPANY', which aims to create in Italy - at national and regional level - a market-place on-off-line to intensify relations between 'Culture System' and 'enterprise system' encouraging the implementation of sponsorships and cultural partnership, and corporate cultural productions. There are informational tools, training, networking and benchmarking, as the CULTURE + COMPANY Award.

The first two editions of the Prize CULTURE + COMPANY, in 2013 and 2014, have shown the usefulness of this initiative: many projects submitted have confirmed the quality and diversity all around Italy. The awards - which took place in Milan in 2014 at the Fondazione Stelline, and in 2015 in the Chamber of Commerce - also represented an exciting time to information and training for the many participants, cultural operators, enterprise and media agencies.

Since the first edition was established the first Research Sponsorships and Cultural Partnership promoted by UPA - Members Advertising Associates , available in Federculture Report 2014.

Résultats attendus de la mise en œuvre de la mesure:

The goal is to enhance and recognize the 'best practices' in this area, and stimulate the intensification of relations between 'Culture System' and 'Corporate System'. Projects shall be evaluated by a Jury according to the following parameters:


  • Innovation of goals, solutions chosen, executive procedures;
  • Strategy and implementation of an integrated communication plan;
  • Benefits obtained by the users of the Cultural Project and the Territory of belonging;
  • Networking with Institutions, Media, Companies;
  • Economic Sustainability Project and effectiveness of the management of economic resources;
  • Integration of CSR campaigns - Corporate Social Responsibility;
  • Creation of job opportunities for cultural operators and communication.
Ressources financières allouées à la mise en œuvre de la mesure:


Objectif(s) de la Convention 2005 de l'UNESCO
Domaines culturels