Culture - Business - Effectiveness: A modern approach of companies to culture and national heritage promotion

On 17 October, during the inauguration of the  ICE Kraków Congress Centre (International Conferences & Entertainment), one of Europe’s most modern and prestigious facilities of this type, the meeting on culture sponsoring, “Culture - Business - Effectiveness: A modern approach of companies to culture and national heritage promotion” was also held. The Krakow Festival Office and the THINKTANK Centre for Dialogue and Analysis were the event organisers.

“ICE” in the name of the ICE Kraków Congress Centre is the abbreviation of International Conferences & Entertainment. This unique, brand new centre will be the venue for international conferences, congresses, business meetings and top entertainment events. The inauguration of the centre of strategic importance for the city, has offered the perfect opportunity for successful cooperation between business and culture - says Izabela Helbin, the Director of the Krakow Festival Office that operates ICE Kraków. According to the Centre’s motto: ”Business, Culture, Science - meet in ICE Kraków”, we create a platform for the dialogue between various sectors. Their activities are highly diversified but the goal is common – successful promotion of culture thanks to active cooperation between different sectors – adds Director Helbin.

The aim of the meeting was to create a space for dialogue between representatives of various sectors, through promoting tried and tested business models that are applied when organising major cultural events. The debate was addressed to business and culture leaders and the state administration. The meeting was attended by: Deputy Mayor of the City of Krakow for Culture and Promotion Magdalena Sroka; Director of the Corporate Communication Office, PZU Group, Wojciech Wróblewski; Director of Regional Division, PZU in Krakow, Jacek Weremczuk; Coordinator of Sponsoring and CSR PZU Grzegorz Krawczyk; President of the Board, Valeo Polska, David Gstalder; Coordinator of Sponsoring, Valeo Polska, Marta Yahadkina; Director of Industrial Projects Valeo Autosystems Marek Potoczny, Director for Communication, EDF Poland; Krzysztof Krukowski, Director of PR and Communication Office, Totalizator Sportowy Agnieszka Libor; President of the Board, Orlen Oil, Marcin Gralewski; PR Department Manager, Orlen Oil Justyna Janawa; Director of the Krakow Festival Office Izabela Helbin and Deputy Director for Marketing, the Krakow Festival Office, Magdalena Łukasik. The debate moderator was Paweł Rabiej, managing partner at THINKTANK.

Participants in the meeting at ICE Kraków -- the city’s recent business and cultural flagship project, discussed the programme to engage large companies in development of culture and promotion of national heritage around the globe. From the public institutions’ perspective, the opportunity to become acquainted with business expectations for the building and enhancing their image through the sponsoring of events devoted to various themes is of major importance. Mutual communication using the cultural potential of the cities and their innovative activities, will benefit each of these sectors. 

Detailed conclusions from the debate will be published in THINKTANK magazine (winter issue)

Photo. Wojciech Wandzel,

Media contact

All journalists interested in the events organized in the ICE Kraków, please contact

Michał Zalewski
Media contact

Tel.: 0048 513 099 671 / 0048 12 354 23 20