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Abstract
The aim of this article is to undertake an empirical examination of some selected drivers of effective sponsorship of sporting events. We examine four drivers of effective sponsorship. The proposed relationships were tested in a survey in which 200 spectators participated. Data collection was carried out during the Birkebeiner race, a mega sporting event in Norway. The findings reveal that “sponsor–event fit” is the most powerful driver of effective sponsorship. However, a key general managerial implication from the study is that one should avoid narrowing sponsorship focus to just a single driver. To achieve effective sponsorship, one should take into account all drivers suggested by the present study.