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.