Paddle 8 is sponsoring Stephen Petronio’s dance season at the Joyce Theater in Chelsea and backing it up with dance-themed auctions:

Paddle8 is now the lead sponsor of Mr. Petronio’s inaugural season of Bloodlines, a project to revive major dance works that helped define postmodernism.

Additionally, in its coming sale of contemporary art, which launches Thursday, the auction house will include a special “Art and Dance” collection featuring artists such as Andy Warhol, Robert Rauschenberg and Daniel Arsham, who collaborated with choreographers featured in Bloodlines.

A portion of the proceeds of “Art and Dance” will go to the dance company, which makes this commercial sale unlike benefit auctions, in which all or most of the proceeds go to a designated charity.

“We’re able to use for-profit channels to give back,” said Paddle8’s Founder and Chief Operating Officer Osman Khan.

Auction House Steps Up for Dance Company  (WSJ)