This paper studies the approach to the development of the cultural brand of the territories, implemented on the basis of the ecosystem principle. The possibility of integration of subjects of the territory, the sphere of culture and the art market is being studied. This work justifies the use of a co-branding scheme of interaction between subjects of the territory, the sphere of culture and the art market in order to increase their profitability, effective promotion and reduce marketing costs. The substantiation of the effectiveness and application of the ecosystem principle to the subjects of the territory, the sphere of culture and the art market is carried out on the basis of the analysis of the territories that have successfully applied this principle of development. In order to analyze the mutual influence of the elements of the cultural ecosystem of the territory integrated with the art market, London and New York were chosen, which are the most significant cultural centers for the development of the art market of Great Britain and the United States, the relationship between the level of attendance of the leading art museums of these cities and the turnover of the largest players in the art market in these countries, such as Christie's auction house and Sotheby's auction house, was considered. In addition, the article studied the relationship between the level of attendance of art museums and galleries in Moscow and the turnover of the Russian art market. This study is designed to substantiate the contribution of developed ecosystems, territories, cultural institutions and art markets to the increase in attendance of art museums and galleries of cities most closely related to activity in the art market.