Subscribe
signup for free

Join the Rumble


Strategic Marketing tips delivered to your inbox.

*No spam. Promise.

Mailchimp popup

resource based view Tag

This article looks at the challenges of creating an enduring sports sponsorship partnership. The difficulties involve finding ‘strategic fit’, articulating this well and then leveraging and activating the association for both parties. The investment – both financial and in-kind - is seen as a significant stumbling block as is the need to thoroughly enmesh two separate organisations and proactively align their goals and activities.