Effect of Sponsor-Event Fit on Company’s Decision to Sponsor Sport Event

According to Speed, Richard, and Thompson, one of influencing factors of company to sponsor sport event is sponsor-event fit. This factor shows how congruence is event vision and company goal, where they will, not only, share their assets but also share their visions. This descriptive quantitative research used survey as its method with variables were goal, logo, suitability, market, brand positioning, and comany’s decision. Population were decision maker of companies which ever become sport event, such as head of company, finance manager, and marketing manager. With purposive sampling method as sampling technique, this research also used modification 4 points likert scale quetionnaire as its instrument. From analysis data which used regression analysis, significance data showed .021 and its < .050 so sponsor-fit event have effect on the company’s decision.