Sponsorship is a core marketing activity for many companies and a vital source of income for many sports entities, such as the Olympics, the World Cup, and other major international events, as well as leagues. On a global level, investments in sponsorship have almost doubled over the past 10 years, and in 2015, companies were projected to invest 45.2 bn USD in sponsorship (compared to 26.7 bn in 2006) (PWC 2015). With higher investments, there has also been an increased professionalization on the part of sports organizations in supporting the business strategy of their sponsors. Sports entities (rights-holders) are being evaluated as strategic marketing platforms by their sponsors, and sports organizations increasingly invest in competencies and capabilities that support the business model of their partners (Farrelly et al. 2006; Greyser and Teopaco 2009; Ryan and Fahy 2012).