Showbusiness: The problem of finding sponsorship within the Ghanaian theatre industry

They say there is “no business like show business”, but is that true for Ghana? To be exact, can corporate sponsorship help the Ghanaian theatre industry continue to grow? The purpose of this dissertation is to answer that question through interviewing key organisations in the industry as well as companies that have, had or still have sponsored theatre organisations. This paper also aims to understand what companies look for in theatre organisations when looking to sponsor them as well as vice versa. Do theatre organisations meet their sponsorship objectives, and if so, will companies be willing to sponsor them? In order to understand Ghanaian theatre industry today, this paper looks back at the history of theatre in Ghana, with an insight into the concert party. This paper also looks at sponsorship and the various forms it takes once given out. Finally, this dissertation takes a look at South Africa’s theatre industry in order to gain any lessons from them. The information will be ascertained through the qualitative method of semi-structured interviews.
Thesis submitted to the Department of Business Administration, Ashesi University College, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2016
Ghana, theatre, sponsorship