Analyzes the relationship between the sponsor and the sponsorship of sporting sports organization in the form of a joint marketing alliance. Provides a rationale for this, and are defined and investigated through a series of in-depth interviews factors are considered critical to the success of the alliance, including strategic compatibility, convergence objective, commitment and satisfaction. While sponsorship partners believe that the relationship can function as a co-marketing alliance, their interpretation are different, and it seems to stifle the relationship. The results also show, however, that close to the sponsorship relationship management provides valuable ideas and can have a positive impact on performance. "Hide
by Francis Farrelly, Pascale Quester Source: Business Horizons 8 pages. Publication Date: January 15, 2005. Prod. #: BH143-PDF-ENG
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