In recent years, scholars and practitioners recognize that the sponsorship deal act as strategic alliances. In addition, they emphasized the lack of analytical approaches that allow us to understand the development of such unions. In an attempt to fill this gap by analyzing the key features of sponsorship vary over different stages of the life cycle (construction, operation and effect), to determine the success or failure of the relationship. In particular, the model of the life cycle, which sets forth the general ways in sponsorship relationships stages of development and sponsorship model of behavior characteristics. In this framework, illustrates the argument with examples drawn from UBS / team sponsorship relationship Alinghi. "Hide
at Lourdes Urriolagoitia, Marcel Planellas Source: Business Horizons 10 pages. Publication Date: March 15, 2007. Prod. #: BH229-PDF-ENG
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