Abstract
The aim of this paper is to propose research-based insights on factors behind an international sports governing body, the International Olympic Committee (IOC), forming a sponsorship agreement or partnership agreement with a prospective company. The problem to be solved is addressed as: what factors influence the IOC when concluding a sponsorship agreement versus a partnership agreement?
The theoretical part of this paper defines the concepts of governing bodies, commercial agreements and the objectives of the relevant stakeholders in the process of conducting commercial agreements. It also reviews the theories and elements of the specific types of commercial agreements: sponsorship agreements and partnership agreements. The field analysis part of the paper reviews the relevant research that has previously been conducted in this area for the IOC. The conclusion of the paper highlights the key elements of a sponsorship and partnership agreement from the perspective of an international sports governing body, and lists which are the driving factors for each agreement.