QBE supports South Australian Arts through Adelaide Festival Centre partnership
One of Australia’s longest serving insurers to support redevelopment of one of Adelaide’s oldest theatres
QBE Insurance has today announced a sponsorship with Adelaide Festival Centre, becoming the premier South Australian arts venue’s first-ever principal partner. The partnership will provide valuable support to Adelaide Festival Centre’s “arts for all” ambition, which aims to create diverse festivals and programs to welcome and encourage audiences of all ages and cultures.
QBE recognised Adelaide Festival Centre presented a unique opportunity to strengthen its support for the arts for South Australians, connecting with existing and potential customers and partners.
The partnership includes support during the redevelopment of the Festival Centre and Her Majesty’s Theatre. The sponsorship will also support several festivals including Adelaide French Festival, Adelaide Guitar Festival, DreamBIG Children’s Festival, OzAsia Festival, along with being the principal partner of Adelaide Cabaret Festival.
Speaking on the partnership, QBE Chief Customer Officer, Bettina Pidcock, said it’s a fantastic opportunity to make a material difference to Adelaide Festival Centre as it goes through a once-in-a-generation $90 million redevelopment, which will shape the future of the arts in South Australia.
“We’re so excited to announce our partnership with Adelaide Festival Centre. We recognise and acknowledge South Australians are passionate about the arts and our sponsorship of this premium venue reflects these values. We look forward to supporting its “arts for all” ambition, which is an incredibly important mission to provide access for the whole community.
“We’re also delighted that a significant part of our support will be diverted directly to the spectacular Her Majesty’s Theatre redevelopment to continue its cultural relevance as the last remaining Tivoli theatre in Australia while becoming a contemporary new theatre for Adelaide.”
Adelaide Festival Centre was specifically sought out as a partner by QBE as part of a strategy to increase the cultural and geographical diversity of its sponsorship portfolio.
Douglas Gautier AM, Adelaide Festival Centre CEO & Artistic Director said: “We are extremely pleased to welcome QBE as Adelaide Festival Centre’s new principal partner. It’s always wonderful being in good company and this partnership is a strong mutual fit for Adelaide Festival Centre and QBE. We both believe in excellence and great customer experiences.
“Adelaide Festival Centre’s Season 2019 launches on 12 November. It’s an exciting season full of creative collaboration and dynamic programming. This is a perfect time to announce the QBE partnership and I look forward to all we will accomplish together.”
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