Case Study

Cirque du Soleil's has the corporate value of believing in the power of the entrepreneurial spirit, inclusiveness and community spirit. The company is committed to the beliefs of bringing different views, voices and perspectives to the public, hence, driving innovative results and outcomes. The organization is also attached to producing enriched experiences for their respective audiences from all over the world, and to creating and enhancing the kind of diversity that drives inventive new innovativeness. As a result, Cirque has managed to maintain an exclusiveness in the live entertainment market, attracting local and foreign sponsors, maintaining and growing the current attention their spectators have towards them. The corporate value has allowed the sponsors and local communities to advance their brand in a bold, non-traditional way.

In the pursuit of the company's corporate mission, values, and purpose, Cirque du Soleil is determined to bring unlimited change to the world. With the corporate mission as such, "stirring people's senses into the endless cosmos of imagination, bringing changes to the world", Cirque du Soleil is determined to extend the limits, contribute to the society and yet, recognize and respect the artistic and diversified culture. The business direction of Cirque is to bring creativity to a higher level for their customers, and at the same time, seeking partnership with firms that share the same attributes with them. As such, there has been an impact for Cirque in the previous three years in regard to attaining sponsorship from major corporations. Thus, Cirque is financially well equipped; allowing the artistic group to focus on developing creative shows, evoking the emotions of people from all around the world. This has resulted in Cirque du Soleil managing to secure major sponsorship deals with global corporations, such as, Sun Life Financial, leading financial service corporation, in the year 2010. In the year 2011, the company managed to secure deals with Infiniti, luxury automobiles manufacturer; in the latest year 2011, Cirque has secured major multi-year Canadian sponsorships from Ernst & Young, global accounting group.