Abstract:
This study explores the impact of corporate sponsorship on theatrical productions in
the Accra Metropolis, Ghana, using institutional theory to unravel the dynamics
between sponsorship and theatrical production. A qualitative case study approach was
employed, involving nine participants selected through purposive sampling and
analyzed with thematic and narrative methods. The study found that companies are
motivated to sponsor theatrical productions by strategic, financial, and social factors.
Key drivers include alignment with brand values, understanding audience
demographics, pursuing ROI, commitment to CSR, and gaining competitive
advantages. These motivations create a win-win scenario for both sponsors and
theatre production Houses, promoting commercial growth and artistic development.
Challenges in securing sponsorship include misconceptions about government
funding, stringent financial regulations, lack of tax incentives, and the perception of
theatre as a less profitable investment compared to other entertainment forms.
Emerging directors face difficulties with brand recognition and audience appeal, and
sponsors often seek creative control, potentially compromising artistic integrity.
Corporate sponsorship provides significant benefits, such as enhanced audience reach
and credibility, essential resources, and financial stability. Sponsors contribute to
attracting new viewers, increasing engagement, and covering production costs,
thereby supporting high-quality productions. While concerns about artistic
compromises exist, careful negotiation and transparent communication can preserve
artistic integrity while maximizing sponsorship benefits. The study recommends clear
sponsorship agreements to balance artistic vision with sponsor expectations and
suggests tiered sponsorship programs and improved audience segmentation to attract
diverse sponsors. Building trust through open communication, regular updates, and
feedback mechanisms is crucial. Aligning with sponsors who share the theatre's
values and exploring innovative, non-financial sponsorship approaches can enhance
quality and foster mutually beneficial partnerships.
Description:
A thesis in the Department of Theatre Arts, School of Creative Arts, submitted to
the School of Graduate Studies, University of Education, Winneba in partial
fulfilment of the requirements for the award of the Master of Philosophy
(Theatre Arts) degree.
