Julius Baer, the Swiss private banking group, is to become the main sponsor Dubai Opera from the financial services industry. The bank says this is a demonstration of Julius Baer’s commitment to the UAE, both in terms of its development as a cultural hub and as an opportunity to provide its clients with “memorable experiences”.
Julius Baer is an active big-spending sponsor of activities that it feels reflects its own values and adds lustre to its brand. Beneficiaries include a number of sporting events (polo in Dubai, a stop on the European PGA Tour, the FIA Formula E Championship for fully-electric single-seater race cars) as well as some notable cultural commitments.
They include the Gustav Mahler Youth Orchestra in Vienna, the annual Lucerne Piano Festival (since 1998), and the Verbier Festival (since 2010). Its sponsorships include another concert hall, the Elbphilharmonie in Hamburg; designed by the hot Swiss architects Herzog & de Meuron, it opened in January last year.
There’s a notable Dubai connection already, of course. Since 2015, Julius Baer has been “the official financial sponsor” of the Contemporary Section of Art Dubai. It also sponsors the fair’s Forum Fellows programme, which enables a selection of practitioners to meet, share ideas and best practices, and develop their skills.
Julius Baer says the Art Dubai relationship “is in line with our long-term commitment to supporting the United Arab Emirates’ emergence as both a business and cultural hub”. The deal with Dubai Opera clearly fits the same message, with the bank’s Head of Emerging Markets Rémy Bersier saying “we are very excited and proud to be the first-ever bank to sponsor Dubai Opera as it showcases our strong commitment to the local arts and culture scenes”.
It also helps that the Dubai Opera is located “along the most luxurious strip in the Emirate”, as the press release puts it. “Dubai Opera gives Julius Baer the opportunity to add another unique dimension to its relationships with clients” and “we see this partnership with Dubai Opera as a great opportunity to share inspiring experiences and musical moments with our valued clients across the region”, as Régis Burger (left) put it. Mr Burger carries the title of CEO Julius Baer (Middle East) Ltd.
As yet there is no detail about what exactly the sponsorship involves, but we can anticipate significant branding opportunities for Julius Baer that should boost the concert hall’s programming and benefit its audiences.