Corporate art patronage doesn't usually lead to great art, but it does lead to great parties, and it's a good fit for alcoholic beverage Campari. Art patronage can be leveraged in so many different directions. You can send out press releases, send out invitations, get the artist to help with images for the advertising, if they are so inclined. Anheuser-Busch has been doing some great digital artist sponsorship for Flavorpill.
Mediapost Marketing Daily: Campari Unveils Commissions Initiative, Targeting Artists. 2007-Aug-28, by Nina M. Lentini (free registration required): As it continues to target a key demographic for the brand, Campari has expanded its House of Campari contemporary art program--now in its third season--to include a newly announced 2007 Campari Commissions Initiative. The goals of the Campari Commissions are to provide financial support for artists to create significant new works of art and exhibition opportunities for showing the work, and then to donate the artworks to appropriate museum collections.