With this development, the parties re-cemented their relationship up to the year 2015 and stated a joint commitment to encourage the affirmation and celebration of a unique, developing South African culture that reflects the identity of a growing nation.
Louis von Zeuner, Absa deputy chief executive says: “We are delighted to make this announcement regarding the renewed sponsorship of one of South Africa's largest arts festival. As bankers, we are always on the lookout for investments that yield long-term sustainable results. This festival is such an example and will continue to spearhead the crucial role of the arts industry in the celebration and appreciation of a developing South African culture.
“Our long-term commitment not only confirms our investment in the growth of arts and culture, but also demonstrates our support, as a responsible corporate citizen, to the economic growth of the broader community and the region,” said Von Zeuner
Recent research indicates that, for the year 2009, the total economic impact of the festival is estimated at R112 million.
Brett Pyper, CEO of the KKNK, said, “In a year that has brought its share of challenges to those who work to keep our arts and culture sector well resourced, this is tremendously good news, not only for the festival, but for the arts in our country as a whole.
“This significant vote of confidence places us in a very favourable position to reach new heights not only in our annual festival programme, but also in the work we do in our neighbouring communities in the Klein Karoo.
“Our goal is to make our national mandate to promote excellence in the South African arts tangible and accessible even to those who live in rural communities, far from urban cultural facilities.
“To be able to plan years in advance is essential if we are truly to push the envelope on both quality and accessibility in the arts, and long-term support of this kind is precious and rare in our country.
“It will continue to enable us to serve the artists and communities who inspire us with the distinction they deserve,” he said.
According to Professor Russel Botman, chair of the festival, the organisation's vision is to develop the Afrikaans arts industry in a way that recognises the identity of its core audience while reaching out to a wider South African community. It is committed to support arts that appreciate, encourage and showcase the unity in the diversity of the people of this country and specifically the host province, the Western Cape, and of course the Klein Karoo.
As the naming rights sponsor with umbrella marketing rights on the festival grounds, Absa gains the marketing rights of performance venues at the Civic Centre, Banquet Hall and Bongolethu Nevada Hall, as well as the Arts and Craft Market.
It will continue to include a corporate arts exhibition in its sponsorship leverage activities. It reportedly has the largest corporate art collection in the country, containing 20 000 pieces of local works. The extended partnership will also see it sponsor numerous categories of the Kanna Awards, which recognise excellence at the KKNK.
The 2010 festival takes place in Oudtshoorn from 1-8 April, has 35 début theatre productions, a full spectrum of music in a new festival district, visual arts, dance, a festival parade and more. Go to www.absakknk.co.za for the full programme.
