Orchestra strikes sponsorship gold in China

A £500k sponsorship deal with Chinese drinks producer Wuliangye will see the Philharmonia Orchestra develop an extensive programme of artistic and cultural collaborations across the UK and in China through “a genuinely innovative approach to both funding and partnership itself”. 2015 has been designated the first UK-China Year of Cultural Exchange and the five-year deal between the orchestra and one of China’s leading consumer brands is being described by David Whelton, Managing Director of the Philharmonia Orchestra, as “a blueprint for cultural cooperation that can inspire other Chinese companies to work in similar ways”.

Wuliangye will be the Orchestra’s Principal International Partner and, as well as sponsoring the orchestra, the company will donate a percentage of the profits from its new premium brand of Baijiu through a newly created charitable foundation. Mr Liu Zhongguo, Chairman of Wuliangye, said: “This historic collaboration will integrate one of China’s premier beverage brands with classical Western music and we hope the sponsorship will inspire people to enjoy the harmonious balance of drinking fabulous alcohol while listening to world-class classical music.”