This article presents the findings of an Arts and Humanities Research Board project on London’s Millennium Dome exposition in the year 2000. The Dome was generally considered to be a cultural disaster in the news media and public conversation. It became a political embarrassment for Britain’s New Labour government but did not prove damaging in the 2001 general election. The article does not dispute the media’s damnation of the Dome but questions its acuity. It also questions the managerialist perspective on the Dome’s ‘failure’ whilst taking into account claims regarding a managerial ‘turnaround’ and an ‘under-reported success’. Empirical evidence and theoretical analysis concerning the political economy of the Dome’s production, its representational meanings and visitor reception provide a more complex and multidimensional explanation. Corporate sponsorship played a key role in the cultural disaster and, in this particular case study, it exemplifies social democracy’s symbolic as well as material coalescence with neo-liberalism. A distinction is made between associative and deep sponsorship that is illustrated with examples from the Dome. A typology of generous and reflexive visiting is also formulated in order to analyse the visitor data.
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