Corporate sponsorship is growing in importance as an element of institutional marketing. Sponsorship is on the rise as Brazilian`s organizations seek new ways to reach audiences, to develop their social role and enhance their image. In times of huge competition, brand`s image appears as an important differential to organizations. As they use sponsorship, companies are showing their worry about social welfare and society`s improvement. Aware of this trend, Telemar has developed a consistent program of cultural sponsorship, fully analyzed in this work.