In this paper the role of sponsorship in achieving the managerial goals of a firm is studied. In
addition, it is examined whether sponsorship can be attributed to the Public Relation Theory and
Practice. A survey is conducted and a questionnaire was distributed to consumers living in Athens in
order to examine whether firms, which use sponsorship as a strategic tool aiming to form relationships
with the consumers, actually achieve their goal. The questionnaires which were distributed to the
consumers were statistically processed using SPSS. Various aspects which may affect a firm’s
managerial decision in undertaking sponsorships are analyzed. The obtained results are also used to
investigate whether there is a connection between the organizational goals (related to sponsorship) and
consumers’ behavioral/purchasing intentions
