The growth of the sports industry and its increased presence through expanding broadcast and social media channels, as well as athletes who have become brands themselves, make all a potentially powerful tool to help promote a sponsor’s brand. However, it is also comes with risks and a need to define what value will be delivered to the organization. Many executives will be charged with evaluating this investment opportunity for their organization. At Spyridon, we have over 30 years of combined experience within the sponsorship market with particular focus on the business-to-business (B2B) segment solutions. Our approach yields positive business cases for global, team and athlete level sponsorships - for solutions tied to business objectives.