To increase its brand visibility, Barclays Wealth, the wealth management division of UK-based Barclays, has inked a three-year partnership with the Esplanade Company, which makes it the principal sponsor of Esplanade's da:ns festival up 'till 2010.
This marks Barclays Wealth's first foray into arts and cultural sponsorship in Singapore. The ten-day festival, beginning 9 October, this year, features a mix of international and local dance productions.
Barclays Wealth will host private banking clients at various performances during the festival, allowing them to sample a wide variety of art forms. Clients and their children will also get access to master classes and workshops.
"Barclays Wealth is delighted to forge this long-term partnership with Esplanade's da:ns festival. Our choice of sponsorship of the da:ns festival give us a positive association with quality performances across various dance genres. This enables our brand to reach the widest audiences possible, and ensures that our clients' diverse interests in the various dance forms can also be met," Didier von Daeniken, chief executive, Barclays wealth APAC said.