The book addresses the trustworthy collaboration between cultural institutions and sponsors as a task of cultural management. It focuses on the strategic groundwork necessary for acquiring sponsors and how creative alliances can be shaped. The sponsorship process is explained in individual steps, from strategy and goal planning to the definition of support and counter-performance, culminating in sustainable agreements and the maintenance of the sponsorship relationship, illustrated with practical examples, diagrams, and checklists. The methods and tools presented have been successfully applied by the authors in practice for many years.