I think that the private sector is becoming more interested in philanthropy in general. Maybe not in actually useful public service like using clean energy or reducing waste, but appearing to be considerate, like the Pepsi commercial with the protesters, or Budweiser's recent Superbowl commerical about their disaster relief. I don't think it will necessarily be difficult to make the jump from "helping" in this regard to the cultural sector, as long as it comes with enough opportunity for advertising. I know that NMAJH at least has recently started a Corporate Partnership program (though more with local businesses than large conglomerates), though I'm not sure how common that model is.