Purpose – The purpose of this study is to describe, analyze, and understand the fading configurations in inter‐organizational relationships in the context of cultural sponsorship. Design/methodology/approach – A dyadic case study investigates a long‐term cultural‐sponsorship...

Offers a discussion on the interorganizational network approach as an interesting, alternative avenue for the development of sponsorship research. An example of how to describe and analyze a sport sponsorship arrangement case, using the interorganizational network approach as a theoretical frame...

Despite the fact that commercial sponsorship nowadays is a common phenomenon with salient effects on different aspects of developed societies at large (e.g. sports, the arts, the public sector, the media), academic research interest in this closely marketing‐related field seems to be rather...