There is increasing pressure for university researchers to secure "end-user" support for their research projects. Yet the ways in which this imperative affects humanities researchers, operating in a science-centric funding environment, have not yet been fully explored. This paper presents the findings of an empirical study into the experiences of humanities researchers in securing competitive national funding for research involving collaborations with the private and public sector. It also provides quantitative data as to the funding behaviour of one of Australia's peak research funding bodies, the Australian Research Council (ARC). The findings clearly show that humanities researchers struggle to secure support for their research. There is also evidence to suggest that, despite rhetorical support from the ARC that it values research which provides cultural benefit, it too particularly prioritises research that promises economic advantages for both the project's partners and wider community.