ABSTRACT Rationale To address complexities in their environment, non-profit sports clubs enter partnerships with other organizations. While partnerships between non-profit sports clubs and commercial sports providers are increasing, research into these types of partnerships has been scarce. The aim of the present study is thus to analyze cross-sectoral partnerships between sports clubs and commercial providers to explore why, how, and with which outcomes these partnerships are formed. Research design A case study was conducted on a non-profit boxing club entertaining several cross-sectoral partnerships. Data were collected through semi-structured interviews, documents, and an in-person survey. Findings The results show inconsistencies in the strategic management of partnerships. Stable partnerships were based on personal relationships and trust rather than formal arrangements. Practical implications To ensure stable partnerships, clubs need to communicate constantly with their partners to form strong personal relationships. Shared goals should be formulated to create partnership value. Research contribution The study highlights the extent of strategic collaboration in sports.