Corporate sponsorship, not only a philanthropic behavior but a marketing communications vehicle, has been increasingly popular for past 10 years. A considerable amount of research has shown that two of the most common reasons why firms enter into sponsorship arrangements are to increase brand awareness and to establish, strengthen, or change brand Image. Many scholars also have verified that companies can build brand equity by sponsoring. However, little research investigated how sponsorship participation is beneficial to a firm and its brand from consumers’ perspectives. This study was to find out the successful factors of sports sponsorship and measure the effects of sports sponsorship from consumers’ perspectives. According to the theory and domestic and international positive research, we can understand that to assess the benefit main ways in which enterprises will support the sport match are Recall and Recognition the rate of the support manufacturer, and the change of comment quantity supporting and supporting benefit in terms of the movement consumers, to enterprise’s brand or products image since the patronage behaviors of enterprises (Image), Purchase intention and Purchase behavior, etc.. While engaged in supporting in sporting, sponsoring enterprise and the activity which is supported should report the policy- ‘the equality and mutual benefit’, setting up correct patronage idea, understand one’s own patronage purposes and the goal of organize, after all, we could create win-win chance for each other.