Background and Objectives: The purpose of this study was to explore Uni-president's sponsorship benefits generated from the 2008 Beijing Olympic Games. On top of that, the authors want to analyze the attitude of college students in Beijing towards Uni-president's sports sponsorship as well as the effect this sponsorship had on students' consumption of Uni-president's products. Methods: The subjects of this study are college students in Beijing, and the survey is done through cluster sampling by using the free on-line questionnaire on www.my3q.com. The surveying period lasted for 35 days, during which 1,450 copies of the questionnaire were sent out and 320 responses were recovered. The response rate was 22.07%. The data were analyzed by SPSS for Windows 12.0. Results: First of all, sponsorship strengthened brand identification. Second, a comparison of cognitive effects on college students of demographic variables showed that students of different genders, grades and native places did not differ significantly. Moreover, college students' consuming behaviors changed noticeably when two factors were involved, purchase intention and Improving the corporate image recognition. Finally, Uni-president has left a positive impression on students. Yet that didn't translate to stronger inclinations to purchase their products. This sponsorship has prompted students who never purchased Uni-president's products to buy, but it's previous student customers that scored high on the Improving the corporate image recognition factor.