Travelex’s Dorfman Says Arts Sponsorship Pays Off in Branding

Bloomberg.com: "Dorfman, 56, is also behind the innovative Ten Pound Season at London’s National Theatre. Thanks to his sponsorship, half of the seats for a number of plays during the year are available at just 10 pounds ($14.37). Since the project began in 2003, more than 1 1/2 million people have bought reduced-price tickets while the number of first-time visitors has risen 700 percent, according to the theater."