CIMA a marketing revolution in Mexican Olympic sports Available to Purchase

This paper recounts how the Mexican National Sports Commission approached the creation and development of an Olympic sponsorship programme (CIMA). The lessons garnered are organised following Cornwell's (1995) model of sponsorship development. This paper provides a linkage between theory and practice and is written from the perspective of the sponsored entity; it thus provides both theoretical support for sponsorships as well as a case study that is contrasted to sponsorship theory.