Sponsorships as Strategic Alliances

A great article on why sponsorships should be regarded as ongoing strategic alliance relationships.

Abstract : In recent years, academics and practitioners have recognized that sponsorship relationships operate as strategic alliances. Additionally, they have emphasized the lack of analytical approaches which allow an understanding of the developmental process of such alliances. In an attempt to fill this gap, we examine how key sponsorship characteristics change over different stages of the life cycle (formation, operation, and outcome) to determine the success or failure of the relationship. Specifically, we propose a life cycle model that articulates general paths in sponsorship relationship developmental stages and the behavior pattern of sponsorship characteristics. Throughout this framework, we illustrate our reasoning with examples drawn from the UBS/Team Alinghi sponsorship relationship.

 Lourdes Urriolagoitia and, Marcel Planellas - ESADE Business School, Ramon Llull University, Av. Pedralbes 60–62, 08034, Barcelona, Spain

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