ABSTRACT
Partnerships in sponsoring, when functioning well, could be described as symbiotic. Both partners to the alliance increase their market potential. Mutually beneficial relationships can be challenged by distance and by a narrow scope that views a partnership primarily as a communications vehicle. Naturally trust, mutual understanding, commitment and communication all support relationships. Negative events, such as when individuals become bad actors in one of the partnered organizations, can lead to relationship fading or ending. Negative consequences of ending a sponsorship relationship vary depending on the reason for the termination. Sponsorship termination can influence employees and consumer attitudes toward the parties and the relationship.
