Effect of Corporate Sponsorship on Theatrical Productions in Ghana.

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.