The Role of Marketing to Cultural Sponsorship: A Case Study “Chiado’s Theatre Company”

By Inês Isabel Oliveira Ramos Rebelo Morais.

Published by The Arts Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

In a 21th century scenario and under the demands of a growing competitive market, cultural institutions need to be independent and autonomous from the government and to work in order to establish a striking profile to attract possible partners, with advantages for both parts. Marketing has a crucial role in this case with specific techniques that gradually acquire critical relevance and prepare institutions to adjust and adapt to this new reality.
“Chiado’s Theatre Company” is a seminal example and is at the core of this research, namely on account of its characteristics. Has an increasingly impactful marketing strategy and successful partnerships, becoming a unique case in Portugal of success for such a small theatre company and the fact of having several plays for long period of time, about 13 years.

Keywords: Cultural Institutions, Theater Company, Marketing, Sponsorship

International Journal of the Arts in Society, Volume 6, Issue 3, pp.181-186. Article: Print (Spiral Bound). Article: Electronic (PDF File; 901.629KB).

Inês Isabel Oliveira Ramos Rebelo Morais

Researcher, Centre for English Studies, University of Lisbon, Lisbon, Lisbon, Portugal

I have a degree in Communication and a Master Degree in Cultural Marketing. My professional background is essentially in the field of cultural marketing, for example, in House of Music, in Oporto. In the moment, I am a researcher in the University of Lisbon Centre for English Studies, working in the field of culture and arts, responsible for the summer course and responsible for the organization of different types of conferences.


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