The Broadway Brand and Its Effect on Corporate Sponsorship

This essay discusses the current trends of corporate sponsorship of Broadway theatre. First, the significance of the term "Broadway" is examined through the lens of brand equity; despite being a generic term, it is concluded that the term has perceived value.  Next, the perception that Broadway has brand value is supported by the recent influx of corporate sponsorships on Broadway by companies outside the realm of the entertainment industry.  These sponsorships are believed to provide, among other benefits, valuable marketing for both the sponsor and the sponsored.  The essay chronicles how corporate sponsors have shifted their interests from supporting the League of American Theatres and Producers, the trade association for producers, presenters, managers, and theatre owners of commercial theatre in America, to sponsoring individual Broadway shows.  Four distinct sponsorship strategies for individual Broadway properties are identified, and discussed in terms of their effectiveness.