Sponsorship as a business exchange : an application of relationships and networks in the performing arts

![CDATA[This paper examines the concept of a sponsorship relationship between artistic and corporate partners in the performing arts. While sponsorship may have originally consisted of a benevolent contribution of funds to ensure the survival of cultural institutions, this is not the case today. Sponsorship relationships are predominantly formally contracted relationships, with synergistically matched partners, each seeking reciprocal benefits. An examination of theory pertaining to relationships and networks, suggests its relevance to modern sponsorship relationships in the arts. Furthermore, sponsorship relationships that may have commenced as bilateral relationships, involving interaction in a dyadic relationship, usually end up encompassing a network of liaisons. The paper concludes with a qualitative examination of sponsorship relationships pertaining to a cross-section of performing arts organisations in Sydney, Australia, which provides a practical illustration of the application of relationship and network principles.]]