Аннотация: The Russian market for cultural services is evolving in a highly competitive environment, where traditional advertising is increasingly giving way to strategies rooted in trust and value co-creation. This study examines the role of collaborations between commercial brands and cultural venues in shaping a mutually beneficial (win-win) model, which currently plays a significant role. The results show that the key drivers of such collaborations include the transfer of trust from the cultural venue to the brand, cross-audience exchange, and the creation of meaningful emotional experiences for consumers. Integrating SMM technologies into these collaborations boosts cultural venue attendance by 20–30%, while the use of CRM systems increases marketing campaign efficiency by 35%. Around 70% of museums and galleries rely on event marketing as a primary promotional tool, and gamified solutions extend visitor dwell time by 25–40%. The combined use of merchandising, digital projects, and loyalty programs enhances brand reputational capital while granting cultural venues access to resources and new audiences.