Cultural Sponsorship Strategies

Cultural sponsorship is a source of funding for culture and a communication strategy that rose dramatically in the 1980s and remains today within the organizational communication mix. Using an in-depth interview methodology this study aims to analyze the cultural sponsorship practices developed by the main sponsoring companies in Brazil. Based on the question: How do companies in Brazil understand and manage their cultural sponsorship strategies? in-depth interviews were conducted with eight major companies with different cultural sponsorship activities in the country (BNDES Banco do Brasil - Centro Cultural Banco do Brasil SP Itaú - Instituto Itaú Cultural Petrobrás BNB Santander Companhia de Gás da Bahia - BAHIAGÁS Copel Geração e Transmissão). What is presented in this book is an overview of sponsorship strategy management practices in Brazil the result of this monographic research.