From commitment to strategy — strengthening the private sector's role in Saudi culture

Arab News

a day ago

https://arab.news/nqwz5
Corporate investment in Saudi culture is growing. Long-term, well-structured partnerships can transform these contributions into a lasting asset for both companies and the Kingdom.
In recent years, Saudi companies have established themselves as active partners in the growth of Kingdom's cultural sector in alignment with Vision 2030.
Investments are supporting a spectrum of cultural initiatives, from museums, film festivals, and biennales to heritage programs and other platforms, creating visible momentum across the sector.
The opportunity now is to build on this foundation with initiatives that are more ambitious, sustained, and fully integrated into corporate strategy.
Internationally, leading companies have shown how cultural engagement can be embedded into long-term business planning.
Their approach goes far beyond event sponsorship. They commission new works, support multi-year programs, and integrate culture into the way they communicate identity and purpose.
These partnerships are not positioned solely as charitable acts; they are designed to build trust, strengthen brand equity, and create lasting connections with audiences.
In Saudi Arabia, the rationale for expanding the scope of cultural partnerships is particularly strong. The Kingdom's investment in its creative economy is not only focused on enhancing global visibility.
It is also building civic infrastructure that shapes a modern, confident society. Cultural institutions such as biennales, museums, heritage centers, and artist platforms have become key spaces for dialogue, education, and identity. For companies already contributing to this space, the next step is scaling their engagement through longer-term, more strategic commitments.
Cultural partnerships also activate corporate social responsibility and Vision 2030 objectives in meaningful ways.
While CSR can sometimes remain transactional, cultural engagement demonstrates values in action. It builds alignment with themes such as creativity, national pride, and heritage, while offering both visibility and substance. Funding exhibitions, artist residencies, or public cultural programming generates measurable outcomes that reinforce these values.
Global examples illustrate how structured partnerships create impact. Audemars Piguet's collaboration with Art Basel has resulted in more than 20 commissions that connect craftsmanship with contemporary art.
Lexus has demonstrated sustained commitment to design and innovation through its Lexus Design Award and its presence at Milan Design Week, where sustainability is a central theme.
UBS has invested over $40 million in cultural programming with the Guggenheim Museum, expanding artistic exchange across multiple regions. Bloomberg Philanthropies has committed approximately $83 million to cultural access and civic art, creating engagement through public projects and digital platforms.
These are investments that are carefully designed and sustained over time. Saudi companies are already making similar moves. Now is the time to take these efforts further, with programs that are more integrated, consistent, and closely aligned with long-term corporate objectives.
The benefits extend internally as well. Employees, particularly younger professionals, are drawn to organizations that show their values in action.
According to recent research, nearly two-thirds of professionals under 40 say that a company's CSR program increases their desire to perform well, and 64 percent report that it significantly improves job satisfaction.
Cultural engagement creates visible moments of pride and purpose within the company, strengthening cohesion while reinforcing its reputation externally.
Partnerships that deliver lasting value are those built with care. They reflect the company's identity, are developed in collaboration with cultural partners to demonstrate measurable outcomes.
Culture is not an accessory to business. It shapes perception and builds legacy. For Saudi companies, deepening investment in culture is not about starting from scratch. It is about strengthening work that is already underway so that it delivers greater relevance, influence, and long-term impact.
The private sector is already a vital partner in Saudi Arabia's cultural future. The task now is to build on this momentum with partnerships that are more strategic, sustained, and aligned with both corporate priorities and the long-term growth of the cultural sector.