The topic of Customer Relationship Management (CRM) is gaining significant importance in both academia and business practice. Furthermore, marketing communication has continuously become more important for companies over the past few decades; today, companies are in a competitive communication landscape regarding their marketing strategies. A suitable communication tool that has proven effective and established itself for engaging with target groups on-site and building relationships is sponsorship. Among these, sports sponsorship is the most commonly used type of sponsorship. At this point, Fabian Mottl takes the step of linking sports sponsorship with the CRM success chain and viewing it as a CRM tool. He demonstrates that the central constructs of the CRM success chain include customer satisfaction, customer loyalty, and the company itself.