The Royal Shakespeare Company (RSC) wants to develop closer links with the commercial sector as part of controversial plans devised by creative director Adrian Noble.
The RSC has appointed brand development agency A Vision to look for sponsorship and cross-promotion opportunities, as the theatre company undergoes a major overhaul.
The RSC is trying to modernise itself and appeal to a younger market, and part of A Vision’s remit is to rebrand and explore different marketing opportunities.
A Vision chief executive Andy Marks says: “We want companies to spread the RSC message through their own activities, and hope the RSC’s image will benefit them, while the RSC benefits from their brand.”
Last month, the Department of Culture, Media and Sport approved the allocation of &£50m of Lottery money to help fund the &£100m redevelopment of the Royal Shakespeare Theatre in Stratford-upon-Avon.
But the modernisation plans have been panned by veteran actors, such as Sir Donald Sinden, who see Noble as betraying the RSC’s heritage.