Following the expansion of Tzeva Tari, the art and design fair in Tel Aviv, to year-round activity for the promotion of Israeli art and culture, Harel Insurance & Finance Group joins hands with Tzeva Tari for a strategic collaboration starting this year and continuing for the next three years. The partnership includes primary sponsorship by Harel Group for Tzeva Tari's annual fair over the agreement's duration. Additionally, other aspects of the collaboration will involve establishing an exclusive club for art and design enthusiasts, hosting unique events for Harel's clients and agents in cultural and artistic fields, and further activities.
This partnership directly extends Tzeva Tari's activity expansion from an annual art and design fair in Tel Aviv to a group that centralizes various actions throughout the year. It represents a natural connection between the two groups, sharing a vision and common values regarding the promotion of Israeli society and the role of culture and art as integral parts of it.
Harel Group, a leading group in Israel in insurance and finance, serving over four million customers, integrates social activities alongside its corporate operations as part of its corporate responsibility ethos. This includes financial contributions and involvement of employees in voluntary and social activities.
Tzeva Tari, founded and managed by Sharon Tilingar and Yifat Gurion, aims to promote and empower Israeli art and culture. Tzeva Tari's annual fair in Tel Aviv is the largest and most influential art event in Israel. For over a decade and a half, the fair has brought together a wide audience with successful and promising artists, innovative designers, and surprising ideas, allowing the purchase of works by top contemporary creators. As a socially driven business, all group activities throughout the year are designed to uplift the local artistic community and channel resources such as money, time, and public attention towards it.
During these times, the group's perception strengthens that art is not a privilege or luxury but a necessity. Belief in art and design as tools for change and social promotion directs the group's activities throughout the year, aspiring to harness artistic activity for beneficial purposes such as raising awareness of pertinent issues and aiding the art and design community affected by conflict.
Liat Sadשn, Marketing Vice President of Harel Insurance & Finance Group, expressed excitement about partnering with Tzeva Tari, emphasizing the close relationship between health and art, especially now when society seeks solace amidst challenging times. Harel, as the largest insurance and finance company in Israel, serves as a beacon of stability for its clients, choosing to sponsor and invest in Tzeva Tari, which promotes Israeli art. The upcoming fair, scheduled in about two months, will mark the beginning of this collaboration, with additional activities expected throughout the year to realize the full potential of the partnership.
Sharon and Yifat, founders of Tzeva Tari, highlighted the fair's establishment based on the recognition of art's value for a life-seeking society. Their activities over the years stem from the belief in art's power to inspire, heal, comfort, and rehabilitate. They expressed joy in finding partners in Harel Group who share their vision. Harel's strong commitment, as the leading group in its field, to our shared values, provides us with security and gives us hope for better days ahead for all of us.