Where culture
meets capital.
We help cultural institutions build sustainable commercial revenue — and help brands earn a meaningful place in cultural life.
Public funding built our cultural institutions. Now it needs support to keep them thriving.
Public funding is a major driver for all National Portfolio Organisations — but that funding alone can no longer fully subsidise theatres, museums, galleries and venues. The institutions that thrive over the next decade will be the ones that build commercial resilience — on their own terms.
Public funding is under pressure
Standstill grants and local-authority cuts mean flat or falling income against rising costs. The gap has to be filled somewhere.
The pressureBrands want cultural credibility
Corporates are looking for authentic, lasting associations with culture — not logos on a banner, but genuine partnership. The demand is real and largely unmet.
The opportunityNobody is translating between them
Institutions speak the language of art; corporates speak the language of return. We sit in the middle — structuring deals that both sides believe in.
The gap we fillFewer partners. Bigger partnerships.
Some institutions already do this brilliantly. CCP exists to bridge the gap for everyone else — unlocking the assets organisations consistently undervalue, and maximising revenue on a larger scale through fewer, deeper partnerships.
Landmark deals, handled end to end
Identifying, valuing, packaging and negotiating naming rights and headline partnerships that protect artistic integrity while unlocking transformational income.
- Valuation
- Rights packaging
- Partner search
- Negotiation
Building the engine, not just the deal
Rethinking how an institution earns — memberships, spaces, catering, retail, IP, events — so commercial income becomes a dependable pillar, not a one-off win.
- Revenue audit
- Pricing
- New income lines
- Business model
Partnerships that actually last
Matching institutions with brands whose values genuinely align, then designing sponsorships that deliver measurable value to both — and renew.
- Brand matching
- Proposal design
- Activation
- Renewal
The commercial brain in the room
Board-level advice, deal structuring and negotiation support for boards, trustees and leadership teams navigating high-stakes commercial decisions.
- Board advisory
- Structuring
- Governance-safe
- Negotiation
Museums, theatres, galleries, venues & festivals
A commercial partner who respects the art — helping you raise income without diluting your mission, your programme or your independence.
- Turn under-used assets and rights into recurring income
- Secure headline partners without a full-time commercial team
- Diversify income beyond grants and subsidy
- Protect artistic and reputational integrity in every deal
Businesses seeking a real place in culture
Access to credible, meaningful cultural partnerships — sourced, vetted and structured so your investment builds brand and community, not just impressions.
- Authentic association with respected cultural names
- Partnerships designed around your objectives, not off-the-shelf
- Clear value, measurement and a path to renewal
- A partner who de-risks the cultural side for you
Trusted across culture and commerce.
Trusted across ten organisations and counting — building the commercial infrastructure the cultural sector needs to thrive.
Proof, not promises.
In-depth looks at the partnerships shaping the sector. More to follow.
Aviva Studios · Manchester
Aviva Studios
The UK's largest arts-and-culture naming-rights deal, brokered by CCP's founder — the blueprint for what a modern venue partnership can be.
Manchester's iconic new venue to be named Aviva Studios →Thinking that moves the sector forward.
Naming RightsA Long-Term Strategic Play
Our founder's flagship research on modern sponsorship and shared value. Drawing on the Aviva Studios deal and current market data, it maps the £1.5–2bn of untapped commercial value across UK arts and culture — and how institutions and brands can unlock it together.
Read the white paper →A clear path from potential to partnership.
Understand
We get under the skin of your institution or brand — the assets, the audience, the ambitions and the red lines.
Value & Package
We define what's genuinely commercially valuable and package it into propositions the market will pay for.
Match & Negotiate
We bring the right partners to the table and negotiate terms that protect integrity and maximise value.
Activate & Grow
We help make the partnership work in practice — so it delivers, endures and renews.
Commercial ambition and cultural integrity aren't opposites. Done well, each makes the other stronger.
Let's talk about what your institution is really worth.
Whether you're a cultural organisation ready to build commercial resilience, or a brand looking for a partnership that means something — start with a conversation.
Start a conversation→