Sports sponsorship is the most significant form of sponsorship. It is one of the central tools of brand communication for companies and one of the most important sources of revenue for spectator sports. The textbook presents sports sponsorship as a communication and financing instrument in its full breadth and variety. Topics covered include stakeholders and target groups, the success and impact assessment of sports sponsorship measures, unwanted effects such as ambush marketing, as well as the social responsibility of sponsors and those sponsored. The book provides a good introduction for students and contains valuable information for both volunteers and professionals in sports, as well as for marketing managers in companies. Learning objectives, comprehension and discussion questions, summaries, as well as further links and literature recommendations for each chapter are provided.