Traditional marketing faces challenges in reaching consumer markets. Businesses are forced to find new ways of communication due to the highly competitive market environment. Therefore, corporate sports sponsorship has become an increasingly popular and fastest growing marketing communications tool, which bypasses the media and provides an environment in which a brand can differentiate itself from others. Linking the brand to an event through sponsorship allows businesses to generate interest and attention among consumers by associating themselves with events that are of high importance to them. Sponsorships are an important aspect of sports marketing. Success in sports sponsorship relies on a thorough understanding of a brand's audience and goals, as well as the idea that a sponsorship is part of the overall marketing effort. The brand's sponsorship strategy and inventiveness aim to provide fans with valuable experiences that enhance people's enjoyment of their favorite sports. Sponsorship has become a product that offers a powerful service benefit. Teams, players and events rely on sponsorships for funding, donations, recognition and support. When a company or association forms a partnership with a sports team or league, both parties can take turns. Sponsorship continues to gain increasing importance due to the rapid growth of the sports industry. More players continue to develop, new sports become more popular, and events are televised more often. Sponsorship is the right to directly associate or associate with a product or event for the purpose of increasing the benefits associated with that affiliation or association. The sponsor uses the relationship to realize...... middle of paper ......many event costs. Ambush marketing is often frowned upon because it is not a fair trade in advertising. Ambush marketing would not benefit teams or players who rely on sponsorships to help them acquire important items needed to compete. Muscle Milk helps provide resistance training equipment to many NFL teams. They also provide Muscle Milk recovery drink to teams and players. Under Armor provides uniforms and practice clothing to college teams and the U.S. speed skating team. Without the alliance with Under Armour, these teams would have to find ways to purchase their uniforms. Under Armor has taken an interest in youth training camps, sponsoring a venue and all the elements necessary to make the event happen. Under Armor helps find instructors, coaches and medical staff needed to run camps effectively..