“O show tem que continuar”: marketing cultural no contexto das leis de incentivo à cultura

Abstract

The general objective of this research is to analyze the motivations that lead companies to sponsor cultural projects through tax incentive laws. It was a qualitative research, with case study involving companies of a holding and its sponsored cultural producers. The primary data were collected from semi-structured interviews and secondary data through documentary research. In the case study, the content analysis technique was incorporated. The results show that the market and the cultural sector have divergent particularities and often conflicting realities. Several cultural projects do not go out of print for lack of sponsorship. The insertion of a cultural entrepreneur in the competitive market of private sponsorship is therefore dependent on professionalization, the development of sales, negotiation and relationship techniques. Finally, the challenges that the cultural producer must face in order to succeed in attracting resources and executing their projects are presented.