Five years ago, DaimlerChrysler AG and DaimlerChrysler SA created a unique joint Arts Award aimed at raising the profile of South African art across a broad spectrum of disciplines, on a global basis. Last night, that award was itself recognised by Business Day's Business & Arts Awards (BASA), for the best use of a sponsorship programme as an integral part of the company's overall marketing programme.

The BASA Awards serve to highlight businesses that make effective and innovative use of arts sponsorship and, in doing so, lift the profile of the arts.

Originally conceived by DaimlerChrysler, the annual DaimlerChrysler Arts Award was designed to improve the image of South African culture, both at home and abroad, strengthen its profile and, in this way, ensure that the international community takes greater notice of the high standard of South African art.

The first DaimlerChrysler award was for contemporary art, the next for jazz, then sculpture, and then choreography. The most recent award was for creative photography, which was won by photojournalist, Guy Tillim, for his images of war in Africa.

According to Business Day, this year's BASA Awards reflect a growing awareness within the business sector of the underlying value of the arts to society, as well as the promotional and marketing opportunities afforded through arts sponsorship.