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Over the last two decades sport sponsorships have matured to play a dominant role in many organizations’ promotional mix. Conversely, many sport organizations, sport event managers, leagues and even individual athletes see lavish corporate spending as the most viable, if not the only, path to profitability (20). The unique role sport sponsorship plays for sport marketers is also evidenced by many researchers (1; 20; 3). However, while from the perspective of the recipient, sponsorship acquisition is a strategic tool with immediate implications for the organization’s (or events, leagues, etc.) bottom line, from the perspective of the sponsor, sponsorships have mostly been considered as one tactical component among others in the company’s larger integrated marketing communications strategy (13; 14).

Measuring Sponsorship Return on Investment (ROI) for Sponsors in the field of sport in Egypt