Volkswagen is spending big on arts sponsorships. This week, the German automaker and the Museum of Modern Art announced a two-year, multimillion-dollar sponsorship in New York. Is this a push to capture market share lost by Japanese automakers? Could be. But it’s pure VW to stay relevant by continuing to weave its iconic brand into the culture.
The deal will fund a range of programs: an exhibition of international contemporary art at MoMA’s Long Island City, New York, branch, PS1, in 2013; a series of installations in the Abby Aldrich Rockefeller Sculpture Garden; an expansion of online education; and the acquisition of two works by Belgian artist Francis Alys, whose current retrospective at the museum is sponsored by Volkswagen.
The company and the museum declined to disclose the total amount of the sponsorship. (I’m still digging to find the final price tag.)
The press conference announcing the sponsorship came a day before the opening ceremony for Volkswagen’s $1 billion factory in Chattanooga, Tennessee. Volkswagen has also partnered with a community college in Chattanooga to outsource its training programs, a move that is part of a more complete immersion into the community beyond factory walls.
More on the deal here.