With a sports-sponsorship, the sponsor supports a sponsorship-reciever who is active in the sports world.
A Sponsorship-recever can be:
Sport-sponsorship can be used as an "Image-Transfer" , because sports is connected to strong emotions. In addition to that, most athletes and sports are associated with a certain image. Boxing for example, is connected to the word "fight". Beachvolleyball with sand and vacation, golf with luxury, cycling with high-speeds et cetera.