Sport sponsorship is now a commercially-oriented and entrenched marketing tool utilised by many corporations on a worldwide basis. A great deal has been written on the subject by academics and non-academics alike. This paper aims to assimilate most of what has already been justified by research into a logical and useful guide for organisations either already engaged in, or hoping to undertake, a sport sponsorship programme. The Process Model of Sport Sponsorship Implementation developed from the research therefore represents the basic requirements for the effective use of the sponsorship medium to achieve communication objectives.
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