Sponsorship relationships as strategic alliances: A life cycle model approach

Lourdes Urriolagoitia, Marcel Planellas

Research output: Indexed journal article Articlepeer-review

26 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)157-166
Number of pages10
JournalBusiness Horizons
Issue number2
Publication statusPublished - Mar 2007
Externally publishedYes


  • Life cycle model
  • Relational view
  • Sponsorship relationship
  • Strategic alliance


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