In a bid to raise its firm’s awareness among high net worth individuals, UK/South Africa-headquartered Sanlam Private Investments has secured exclusive sponsorship of the International Opera Awards, which it hopes will rival glittering movie award ceremonies.

The upcoming ceremony, which has been tipped to be the "Baftas" of the opera world, will take place at the Hilton Park Lane in London on 22 April. Craig Massey, chief executive officer of Sanlam Private Investments UK, has dubbed the awards a “hallmark event” for the future. (The awards are the UK equivalent of Hollywood's Oscars.)

Sanlam's move is part of a trend of private banks and other wealth managers to sponsor arts-related events as a way to raise awareness about their own brands and enthuse their clients. Banks such as BNY Mellon, Credit Suisse, Barclays and Coutts, among others, have been involved in such activities recent years. 

“This is a great opportunity for us to reach our target HNW audience, both attracting new clients and reaching out to the clients we already have. The International Opera Awards will be the main focus of our sponsorship in the UK and will form the first plank of a broader strategy to develop our brand through the sponsorship of the arts generally,” he said.

It seems founder of the awards Harry Hyman is hoping to make opera “cool” and for the notes to resound among a greater crowd. “We wanted to bring opera to a far wider audience. Currently, it tends to hide its light under a bushel,” Hyman said. 

The event, celebrating excellence in the international world of opera, will have different categories that range from Male and Female Singer of the Year to Opera Company of the Year. Apart from recognising the achievements of performers, producers and teams worldwide, the awards will also provide bursaries for up and coming talent.

Sanlam Private Investments plans to establish offices across the UK and aims to treble the region’s assets under management in the next five years. As a group, Sanlam oversees £43 billion ($66 billion) in assets and offers wealth management solutions in the form of stockbroking, tax services, investment advisory services and more, to HNW individuals.