Similar to the Royal Opera's longstanding partnership with Rolex, this search for a brand sponsor comes at a time when ballet is gaining more traction among younger audiences. On TikTok alone, the Royal Ballet boasts 1 million followers, captivated by its 'Day in the Life' shorts and a glimpse into the world of dance.
"The profile of The Royal Ballet is strong and growing, with huge international reach and interest in the company and its roster of world-class dancers," explained Sophie Wybrew-Bond, chief commercial officer at the Royal Ballet and Opera.
"With a principal partner onboard, we can unlock even more potential growth, piquing the interest of new audiences with compelling stories and productions, opening up new markets, and increasing engagement with core supporters and newcomers alike."
According to the Royal Ballet, there is a vast global audience of 500 million ballet fans, 42% of whom are under the age of 35, and 17% under 24. Collaborations such as the 2023 limited-edition collection with high street brand AllSaints have been instrumental in growing that interest.
"We're seeking a partner who will not only support our artistic endeavors but strengthen our mission to bring transformative and inspiring experiences to audiences around the world," Wybrew-Bond continued.
"Resonating with our values of artistic excellence and innovation, the principal partner will help us unlock new audiences, extending the excellence of The Royal Ballet to even more people."
To facilitate this search, the company has appointed creative agency House 337, focusing on regions and sectors where the Royal Ballet has strong resonance, including markets such as South Korea, Japan, and the US.
"From sports and fashion to beauty, automotive, and travel, we're homing in on areas where the company connects deeply with audiences," clarified Wybrew-Bond. "It's essential that this partnership is symbiotic, grounded in our core values while growing alongside us to create new opportunities."
Ballet has always had a powerful reach, but following the Covid-19 pandemic, audiences have returned to live theatrical experiences in large numbers. Social media has helped demystify the world of professional ballet, revealing not just the performances, but also the discipline, training, and lifestyle required of professional dancers.