The purpose of this paper is to draw from broader management and marketing literature to provide a framework for assessing interorganisational relationships between sport organisations and corporate sponsors. This proposed framework seeks to extend current perceptions of the reasons and...

This paper explores the adoption of a relationship marketing paradigm by the National Basketball Association. A contextualist framework was used to explore the context, content and processes of this change that evolved over a 17-year time period. Personal interviews were conducted with leaders...