The aim of this study is to explore the capabilities of sports sponsorship as a services issue which can be profitable for the company. It looks at how sports sponsorship can derive good return on investments for the firms. To understand the impact of sports sponsorship in generating superior brand and corporate images and thereby influence consumer and customer attitudes towards sponsoring brands. It explores and identifies factors that are creating challenges and influences the direction of sports sponsorship marketing. A case study research strategy has been adopted apart from other methods in collation and interpretation of data. It gives an insight on the organization’s key strategic service marketing issues. Keywords: Sports Sponsorship, Mega Events, Brand Tool, Ambush Marketin
