The UK Government has announced that baijiu brand Wuliangye is sponsoring the Philharmonia Orchestra in what it describes as the “first ever-major partnership between a Chinese company and a UK arts organisation”. The deal is for £500,000 and five years.
“Wuliangye, a Chinese alcoholic beverage company, will be the Orchestra’s Principal International Partner, and an extensive programme of cultural ambassadorship and artistic collaborations will take place as part of the partnership, both across the UK, in China and within the Philharmonia’s wider international touring programme,” says the press release.
The deal was signed during Chinese New Year and is part of the inaugural UK-China Year of Cultural Exchange. Details here.