This model takes a helicopter view on sponsorship, not focusing on one certain utilization or objective of sponsorship engagement. It visualized different utilizations of sponsorship from low profile relations to well developed relation; from basic sponsorships to co-marketing alliances. A co-marketing alliances is assumed to be the most developed kind of sponsorship. The model is based on current knowledge about how sponsorships work. All sponsorship kinds are modern, however some more developed than others. Every single sponsorship, how small or big, should be able to be placed in this model. Assumed is that all sponsorships have one objective in common: a common market of both the sponsor and sponsee.

The model will have at least three layers:
- The progression line from "basic sponsorship" at the very left to "co-marketing alliance" to the very right.
- A few general kind of sponsorship, some which are often cited in literature and possibly some defined by myself.
- A highest layer of components. Several of these components together form the general kinds of sponsorship below. The components can be part of more kinds of sponsorship. These components will be ordered by most common for "basic sponsorships" on the left to most common for "co-marketing alliances" on the right.

Kinds of sponsorship

Cause-relative marketing

Sponsorship-linked marketing

Strategic alliance

Co-marketing alliance

Relational

-Long-term

-Short-term

Objectives

-Association

-Identification

-Philanthopy

Managerial

-Integration in whole corporate strategy

-One-way investment

-Two-way investment

Strategy

-Goal convergence

-Strategic compatibility

-Sharing intangible resources

-Sharing tangible resources

-Corporate and brand image objective

-Basis of entire corporate and/or brand positioning strategy

-Sponsorship-led acitivation strategy

-Advertising

-Sales

-Trade promotion

-Personal selling

-Merchandising

-Transcend language and cultural boudaries

-Mutual benefits

-Activation of association

-Attract other key stakeholders such as media

-Leverage unique skills and resources of partner

-Symbiotic exchange

-Sharing commercial wisdom

-Sharing consumer and fan profiles

-Sharing creativity

-Joint efforts

-Synergistic activity

-Dual planning

-Resource input

-Financial resource input

-Common expectation

-Brand equity

-Mutual objectives

-Contribute from top to bottom

-Investment in the relationship

-Motivation to work together

-Jointly investment in reach a target

-Joint pursuit of new target markets

-Create corporate identity

-Gain brand awareness

-Enter new markets

-Block competition

-Sponsorship activation

-Desire for relationship continuance

-Entity dedication of substantive resources to the relationship

-Both parties part of the decision making process

-Proactive properties

-Understanding of opposite position

-Cooperative atmosphere

-Confidence in assisting of partner on reaching objectives

-Confidence in assisting of partner on advancing the relationship

-Competence to engage in actions beneficial to commercial outcomes

-Economic satisfaction

-Non-economic satisfaction

-Interpersonal exchange

-Relationship service level

-

Maybe levels can be made for different kind of components:

- Issues heart of alliance philosophy: strategic compatibility and goal convergence.

- Performance-impacting components: trust, commitment and satisfaction.

NOTES

What is a "basic sponsorship" relation:
- Short-term
- One-way
- Transactional
- No strategy compatibility
- Individual goals of both parties
- No association

What is a "co-marketing alliance" relation:
- Long-term
- Two-way
- Relational
- Strategic compatibility
- Goal convergence
- Strong association

Some components:
- Identification
- Capability
- Relationship
- Sustainability
- Extendibility
- Differentiation
- Compatibility
- Market orientation
- Commitment
- Trust
- Economic and non-economic satisfaction
- Integration in strategic plan
- Image creating
-Competitiveadvance

No "value" components should be included, onlydescriptive. However, the above list contains some "value" components.

Basic sponsorship --> Co-marketing alliance

Short-term --> Long-term

One-way --> Two-way

Transactional --> Relational

Little investent --> Large investment

No involvement --> involvement