Commercial Partnership – Happy Marriage or Quick Fling?

Reading about Newcastle fans celebrating outside St James’ Park after finally being allowed to call the famous old stadium by it’s original name once again, reminded me how like relationships, sponsorships are.  This marriage presumably started with great intentions on both sides with a love so strong that even the sacred St James Park name was traded.  But after just one year, the two parties are going their separate ways, with media and the fans left to query whether it was all just about money? In contrast, I recently researched the length of the IOC’s TOP Partners and discovered that…