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The qualitative case study examines the role and given meanings of sponsorship of festivals both as a resource and as a strategic marketing choice. The research provides insight into the interests and posited goals for collaboration between festival organizers and companies and to examine what characteristics are involved with managerial aspects when sponsorship thinking might been seen as a leveraging role in partnership negotiations between the parties. The findings indicate that the focus os sponsor-linked relationships has shifted towards interactive design between the festival organizers and their partners. The partners' interests lie in accessing new openings that could leverage their goas regarding their target groups. Conversely, for the festival organizers the focus of their cooperation is on concepts that facilitate experience design in the "festival way". The festival management perspective highlights the need among partners engaged in the discourse of interactive sponsorship not only for management capabilities, but also for innovation skills to ensure the longevity and vitality of the events. The managers' ability to improve and maintain effective and productive relationships with other members of their ecosystem is fundamental to the success of networked festival producing processes.
