Barclays had been the Associate Sponsor of the Donmar Warehouse theatre for 15 years. The most recent sponsorship renewal in 2023 offered a unique opportunity to develop a more expansive and impactful partnership, achieving significantly more of Barclays’ business objectives and providing vital support for the Donmar as a cultural charity.
2023 was one of the most challenging years in the Donmar’s history. After emerging from the coronavirus pandemic in a weakened but stable position, Arts Council England (ACE) unexpectedly withdrew its core funding. This devastating decision put the Donmar in an extremely difficult position, as the funding underwrote the Donmar’s participation and outreach programme, Donmar LOCAL. Donmar LOCAL works with over 5,000 young people every year from lower socioeconomic and underrepresented backgrounds, who are underserved by, far less likely to engage with, the arts. The withdrawal of the ACE funding put the entire programme Donmar LOCAL at risk.
Prior to 2023, Barclays’ sponsorship of the Donmar focused on creating unique client engagement opportunities through access to sold out productions and exclusive events. Approaching the sponsorship renewal in 2023, Barclays and the Donmar identified an opportunity to diversify the sponsorship, supporting the Donmar for a further three years to continue as a vital social asset in the community. Alongside continuing to provide access to tickets and outstanding events, Barclays committed to protecting key Donmar LOCAL projects that were at risk. This new approach to the sponsorship then inspired the development of a more expansive, impactful and meaningful partnership.
