Logo Spielart
Das Theaterfestival in München
15.11. – 1.12.07

The Cultural Communication of the BMW Group

Cultural Communication - that stands for a dedicated exchange between the BMW Group and the landscape of culture in its entire colorful diversity, in a local context as well as on a global level. Their employees and interested members of the global general public will be involved in this exchange. The goals of the BMW Group are to participate in lasting and exclusive partnerships with cultural institutions and artists and to support high-quality cultural projects with substance and perspectives. BMW has been involved in the cultural scene for over thirty years. The company realizes that Cultural Communication is an essential component of company communication.

When the BMW Group commits itself to culture, it commits itself likewise to the absolute freedom of the creative minds behind the projects. This freedom is just as important for art to prosper as it is for guaranteeing the essential, path-breaking innovations that are vital for a successful enterprise. For over thirty years, the BMW Group has advanced a broad spectrum of cultural activities. National and international, internal and external. The goal of Cultural Communication is to build lasting, exclusive partnerships as well as sustainable, challenging and innovative projects.


Together with the City of Munich the BMW Group started the organization Spielmotor München e.V. in 1979. This Public-Private-Partnership provides long-term support for international, innovative festivals: The "Spielmotor München e.V." is the prime example of the cultural activities of the BMW Group, which by now have been on-going for thirty years. As a Corporate Citizen the company is also aware of its social responsibility in regard to culture, and it works to support contemporary art and innovative projects of every expressive art form in Munich. At the time it was founded, the Public-Private-Partnership "Spielmotor München e.V." was unique in Germany. It is obvious by its support of primarily international avant-garde theater, dance and music that this exclusive and enduring partnership between a cultural office and a company is interested in an intercultural dialogue as well as the specific sponsorship of young and upcoming artists.