A successful sports event sponsorship is one thatachieves the independent objectives of both the event and the sponsor but this is achieved via thebuilding of a mutual relationship. For the event this relationship is first of all established as aresult of targeting the right sponsor. Ultimately both event and sponsor want to know if thesponsorship has been an effective use of the budget spent and whilst evaluation will determine theextent to which this has been the case, it is important that the process starts with clearlydefined, hopefully ethical objectives. After all it is the objectives that will ultimately bemeasured. The key issues are that a successful sponsorship is a relationship that has been nurturedto gain an ongoing mutual understanding of requirements, and that it is a provision of benefitsthat will require thorough exploitation in order that those requirements are met. Evaluation willreveal if there has indeed been a return on investment.