Loughborough University is a top-ten rated university in England for research intensity (REF2014) and an outstanding 66% of the work of Loughborough’s academic staff who were eligible to be submitted to the REF was judged as ‘world-leading’ or ‘internationally excellent’, compared to a national average figure of 43%. In choosing Loughborough for your research, you’ll work alongside academics who are leaders in their field. You will benefit from comprehensive support and guidance from our Doctoral College, including tailored careers advice, to help you succeed in your research and future career. In choosing Loughborough for your research, you’ll work alongside academics who are leaders in their field. You will benefit from comprehensive support and guidance from our Graduate School, including tailored careers advice, to help you succeed in your research and future career. Sponsorship is fundamental to sport property financing. Specifically, sports organisations historically funded by the government are now expected to secure investment from private organisations. The sponsors/properties relationship is critical. However, sponsors and properties tend to have different objectives. For many properties, sponsors are viewed as a simple (albeit essential) revenue source, and sponsorships are managed with little strategic thinking; their decisions tend to be more opportunistic. Conversely, sponsors are more strategic in their sponsorship approach. The decision-making processes of sponsors and properties may thus be misaligned. In turn, this mis-alignment may lead to conflict and relationship damage. That said, little is known about decision-making processes in alliances and partnerships, or how these affect performance. The PhD will explore this issue. This research thus examines the strategic versus opportunistic decision-making (mis)alignment within, and between sport sponsors and properties, so that both organisations can sustainably achieve their respective objectives.