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The study explores the underlying motives and processes why and how corporate sponsors and professional football clubs in Germany enter into an additional share deal given the contradictory nature of corporations (monetary driven) and football clubs (maximising sporting success while operating in economic equilibrium). This work aims to generate theory within the specific field of professional football and to provide recommendations for action.

Strategic alliances (Business) --- Sports sponsorship --- Sponsorship of sports --- Sports --- Corporate sponsorship --- Alliances in business --- Business alliances, Strategic --- Corporate alliances --- Strategic business alliances --- Strategic corporate alliances --- Strategic partnerships (Business) --- Partnership --- Business networks --- Sponsorship --- Business. --- Management science. --- Sports sciences. --- Sports—Economic aspects. --- Business and Management, general. --- Sport Science . --- Sports Economics. --- Sciences, Sports --- Sport sciences --- Physical education and training --- Science --- Quantitative business analysis --- Management --- Problem solving --- Operations research --- Statistical decision --- Trade --- Economics --- Commerce --- Industrial management --- Business and Management. --- Economic aspects. --- Fussball-Bundesliga. --- Germany.