Why Brand Partnerships on Broadway Have Exploded — and How to Leverage Them

Published on September 16, 2026

Broadway News (09/13/26) Lee, Ashley In a relatively short time, partnerships have become an extremely important part of the Broadway marketing engine — some would say as essential to a production's advertising strategy as a New York Times ad or a musical number performed on one of the morning news shows. Multiple advertising and marketing firms now have a specific point person or or even an entire team dedicated to procuring and creating these relationships with brands. The latest example was the New York Giants’ recent season opener, which featured a medley of "Hamilton" hits that marked the first time a single Broadway musical has ever headlined an NFL halftime show. Read the full story from  Broadway News . 

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