Cultural patronage encompasses initiatives aimed at supporting the cultural sector, whether through financial or material contributions to a cultural event or artistic venue, or through actions to preserve or renovate historic buildings. This last case is often referred to as “heritage patronage.” Once predominant, cultural patronage saw its share of the overall patronage budget in France fall to 25% in 2018, now surpassed by social patronage, which represents 28% of funding (according to Admical). Companies in the luxury sector, in particular, utilize cultural patronage, motivated by image considerations and by aligning with their target audience.