Farrelly, F.Quester, P.2006-12-032006-12-032005Business Horizons, 2005; 48(1):55-620007-6813http://hdl.handle.net/2440/17588Copyright © Elsevier Inc.In this research, the sport sponsorship relationship between a sponsor and sports entity is analysed as a form of co-marketing alliance. A rationale is provided and factors deemed critical to alliance success, including strategic compatibility, goal convergence, commitment, and satisfaction, are defined and explored through a series of depth interviews. While sponsorship partners believe that the relationship can function as a co-marketing alliance, their interpretations differ and this appears to stifle the relationship. The results also reveal, however, that approaching the sponsorship relationship provides valuable managerial insights and can have a positive effect on performance.enSponsorshipCo-marketingAlliancesSportsJournal article002005168410.1016/j.bushor.2004.10.0032-s2.0-1214425410454161Quester, P. [0000-0001-6872-6973]