The Case of The Metropolitan Opera Live in Holproject

Technological innovations are becoming a truly global phenomenon in the course of the twentieth first century. The article draws attention to the issue of sponsorship of two innovative projects dedicated to classical music – The Met Live in HD movie-theatre transmissions and Digital Concert Hall concerts on demand. The text shows how NGOs and commercial companies have been supporting the projects. The analysis includes all supporters. These are, respectively, Bloomberg, Toll Brothers and The Neubauer Family Foundation for The Met, and Sony and Deutsche Bank for Berliner Philharmoniker. Case study was chosen as the research method. The analysis revealed flexibility between the patterns of sponsorship and patronage, as well as absence of CSR term within campanies’ self-descriptions, except Deutsche Bank case