Furthering its push into servicing nonprofit orgs, Promax & BDA has sealed a deal to handle corporate sponsorships for the Geffen Playhouse.
A nonprofit association itself, Promax & BDA serves by day as the trade org for TV marketing and broadcast design execs. But Promax has also been looking at new ways to remain self-sufficient — including farming out its fund-raising services for other groups.
That includes the Geffen Playhouse, where Promax will manage and develop the theater’s corporate sponsorship initiative, which includes sales, marketing and sponsorship agreements.
Deal was announced by Promax & BDA chief exec Jim Chabin and Geffen board prexy-producing director Gil Cates.
Geffen deal marks the second outside marketing arrangement for Promax, which earlier this year struck a pact with the New York-based National Academy of TV Arts & Sciences to handle the org’s marketing and fund-raising.
“As a nonprofit trade association, one that supports global marketers, we are always on the lookout for opportunities that utilize our marketing resources and can establish new revenue streams,” Chabin said. “Obviously, other nonprofit organizations see the value of this strategy.”
Former Academy of TV Arts & Sciences exec Suzanne Marie Gutierrez recently rejoined Promax (where she had served prior to ATAS) in order to lead Promax’s corporate sponsorship team.
Cates, former UCLA Chancellor Charles Young and David Geffen founded the Geffen Playhouse (formerly the Westwood Playhouse) in 1994.