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This article used the case of Visa's long-standing global sponsorship of the Olympic Games to demonstrate how sponsorship, viewed through the Resource-Based View (RBV), can provide a sustained competitive advantage. Visa initiated the partnership in 1986 to combat rival American Express and gain an image of international acceptability among global business travelers. The Olympic Games property possessed key characteristics that meet Barney's indicators of a resource capable of providing a sustained advantage: The sponsorship provided resources that were: 1. Rare: Due to its unmatched global reach and specific targeting capability. 2. Imperfectly Imitable: Due to exclusive provisions that blocked competitors. 3. Nonsubstitutable: Due to aggressive protection from ambush marketing by the International Olympic Committee (IOC). This association helped Visa significantly increase its global market share and operational efficiency over American Express.

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This page is a summary of: Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage, Business Horizons, March 2016, Elsevier,
DOI: 10.1016/j.bushor.2015.11.001.
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