Under the partnership, the bank will not only support the Elbphilharmonie’s extensive artistic musical programme but will also lend targeted backing to its digital platforms.

Julius Baer, which has been the principal sponsor of the Elbphilharmonie Hamburg since 1 January 2018, has now extended its partnership with the renowned concert hall by another three years, up to 2026 inclusive. The move continues a run of such sponsorship efforts by this bank, and others in the private banking industry.

Under the partnership, the bank will not only support the Elbphilharmonie’s extensive artistic musical programme but will also lend targeted backing to its digital platforms. Moreover, Julius Baer will present the media project 'Elbphilharmonie Interviews.' This video series is released four times a year and shines a spotlight on international talent. The format of the videos involves the artists sharing their thoughts about the Elbphilharmonie and relating it to their own musical activities.

“Julius Baer has a long history of promoting culture. In 2018, one year after the Elbphilharmonie was established, we came on board as a partner; since then, we have shared in the success of the concert hall,” Dr Patrick Prinz, head Germany and Austria of Julius Baer, said. “The hall brings together music and architecture in unique ways and has become a landmark for Hamburg, with good reason. We are delighted to be able to accompany and support the internationally renowned Elbphilharmonie on its continued road to success.”

“We are thrilled about the extension to this long-standing partnership. As principal sponsor, Julius Baer recognised the Elbphilharmonie’s potential very early on and since then has helped us to realise diverse and innovative artistic projects, including, in particular, in the digital world," Christoph Lieben-Seutter, general and artistic director of the Elbphilharmonie and the Laeiszhalle, said. "Our relationship is based on a great sense of mutual trust and is characterised by respect and appreciation. For this reason, it is wonderful to know that Julius Baer will be by our side for another three years.”

Julius Baer’s backing for the event fits into a broader theme of financial firms using the arts and sports as a way to promote brands with particular target markets, such as affluent and high net worth individuals. Financial firms, including private banks, have sponsored the arts for some time. Examples include EFG International, sponsor of The Gramophone Classical Music Awards, Banca del Fucino in Italy and its support of the Teatro dell’Opera in Rome, and Societe Generale, the French bank, with its music sponsorship programme. It also backs events such as the Montreux Jazz Festival.