LGBTQ+ cultural sponsorship: a guide for companies
More and more brands want to support diversity with actions, not just a logo in June. This guide explains how LGBTQ+ cultural sponsorship works in Spain: the formats available, what the brand receives, how it is formalised and which mistakes to avoid.
Why sponsor queer culture (and not just Pride)
Pride lasts a week; culture runs all year. Sponsoring LGBTQ+ cultural projects — an exhibition, a radio station, a series of workshops — gives a brand sustained presence with the community and its allies, plus something much harder to buy: credibility. Supporting the real work of queer artists is the difference between standing with the community and decorating yourself with it. And culture produces results you can see and show: full venues, sold works, broadcast hours, press.
Sponsorship formats
- Project sponsorship. You back a specific project or edition: a Queer Art exhibition, a season of Radio Queer Uno, a series of film workshops for young talent. Fixed budget and benefits, measurable results.
- Annual partnership. You accompany the association’s overall activity on a stable basis, with permanent visibility and a say in the design of new initiatives.
- In-kind collaboration. Equipment, venues, software, printing or professional services. That is how Ableton came on board — its software is used by the musicians in our projects. In-kind support gets the same visibility as financial sponsorship.
What the brand receives
- Brand presence in the sponsored project and its materials (venue, posters, website, the radio app).
- Mentions in communications, press and social media; joint content where it fits.
- Access to the events: openings, fairs, sessions.
- A final report with results: what was done, who it reached and with which metrics.
Tax treatment
Contributions to non-profit associations and business-collaboration agreements in activities of general interest may qualify for tax deductions in Spain. The conditions depend on each entity’s and company’s situation: confirm the details with your tax advisor before signing the agreement. Our registry data is published on the transparency page.
How to avoid rainbow-washing
- Support work, not just symbols. An exhibition with a date and a venue says more than any rainbow campaign.
- Sustain the support over time. Credibility is built by repeating, not by premiering.
- Let the community speak. The creative voice belongs to the artists; the brand accompanies.
- Ask for verifiable results. Visitors, listeners, works sold, press coverage: if it can’t be measured, it can’t be told.
Getting started is simple
Write to us about what interests you — a specific project, a stable partnership or an idea of your own — and we will prepare a tailored proposal within days: audiences, benefits, calendar and budget. We formalise it with a simple agreement, and when the project wraps you receive the results report. More details on Partner with us.
Frequently asked questions
What is the minimum budget?
There is no fixed minimum: there are in-kind collaborations and single-edition sponsorships with very different budgets. Tell us your range and we will propose the format that delivers the most within it.
Can we sponsor just one event?
Yes. You can support a specific edition — an exhibition, a radio season, a workshop — with no obligation to continue.
Do you work with public institutions?
Yes. We collaborate with educational and cultural institutions, and we are open to agreements with public administrations for culture, equality and youth programmes.
What if our brand has never engaged with LGBTQ+ topics?
No problem: that is what the project format is for. Start with something bounded and measurable, and let the results report decide whether it makes sense to grow.