“…If this goal can't be reached, the strategic alliance will lose its foundation for existence. Of course, the aim of cooperation is to maximize earnings, but at the same time rational allocation of the total revenue is crucial, which is also an important factor for the success of the league (Baker, 2011;Ireland, Hitt, and Vaidyanath, 2002;Ji and Huang, 2010;McCombs and Gargiulo, 2012;Reuer, 2002).…”