Sydney Contemporary, a contemporary art fair held from 12-15 September in Sydney, has signed consumer electronics giant Samsung and insurance provider Aon as new sponsors and will achieve record sponsorship revenue this year, according to Samantha Watson-Wood, director of partnerships, VIP and programs for the event.

Watson-Wood told Sponsorship News that arts events offered sponsors the unique ability to engage with audiences at a time they are open to new experiences.

 “People coming to the fairs recognise sponsors as a creative partner" she said and as a result, sponsors tended to get very high recall.

“We always make sure we’re using a creative solution to showcase a product or a brand. It’s always about, how can we partner them with an artist, and make them a genuine part of the artistic conversation,” she added.

This year, new partners include Samsung, Campari, insurance provider Aon, Artist Profile, champagne Taittinger, Sofitel Hotels and fashion brand Alpha60.

Major partner Samsung will use the event to promote its new product ‘The Frame’, a television which displays artwork when switched off.

“Samsung is doing two installations, which will showcase how amazing these screens are. They are also working with different artists to have screens to showcase the high quality of the televisions,” Watson-Wood said.

Principal partner Deutsche Bank has also renewed with the event, this year leveraging its involvement through a precinct activation. The bank has created a lounge, displaying contemporary Indigenous artwork.

Copyright Agency Cultural Fund is supporting the events speaker program, including around four presentations per day discussing contemporary issues for artists. Its contribution has enabled the fair to bring in speakers from around Australia.

Handpicked Wines is also doing a pop-up bar, made from recycled cardboard, with a focus on sustainability.

Living Edge, a high-end furniture brand, will furnish the VIP lounge and the Deutsche Bank lounge, to highlight its contemporary pieces.

Other partners for this year include Carriageworks, Art Money, Sofitel hotels, and screen-printing brand Aisle 6ix.