The aim of this chapter is to introduce and examine marketing concepts that will influence vital strategic alliances between corporations and agencies that use sport as a tool for development and peace. This chapter first presents and defines key concepts in this field. Subsequently, it examines some of the challenges that both corporations and sport for development agencies need to consider if they hope to construct sustainable alliances. Overall, through what could be labelled a reinvention of the potential of sport for good, how corporations can leverage this new trend are discussed.