Figure 1
The flowchart illustrates the relationships between a central governance system and four surrounding institutional pillars. The model is organized with “Hybrid Sponsorship (Governance System)” in a central rectangular box. This central box is connected to four outer boxes: “Institutional Legitimacy (Social Licence)” at the top, “Commercial Platforming (Value Capture)” at the bottom, “Image Transfer (Brand Meaning)” on the left, and “Capability Demonstration (Innovation and expertise)” on the right. Two types of relationships are indicated by colored double-headed arrows. A legend in the top-left corner identifies blue arrows as “Active orchestration” and red arrows as “Dynamic integration”. Red arrows connect the central “Hybrid Sponsorship” box directly to each of the four surrounding boxes. Blue arrows form a diamond shape around the center, connecting the outer boxes to one another: “Institutional Legitimacy” connects to “Image Transfer” and “Capability Demonstration”; and “Commercial Platforming” connects to “Image Transfer” and “Capability Demonstration”.Sponsorship hybridity: from overlap to orchestration. Source: Author’s elaboration