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The purpose of this study was to examine sponsorship effectiveness at the Division I level, including the relationship between fans and sponsors. To collect the necessary data, the 13-item questionnaire was disseminated at two college football games by volunteer sampling at three Division I universities in the United States. With a total of 407 respondents, LISREL 8.52 and SPSS 17.0 were used to analyze the data for descriptive statistics, CFA, and SEM. By utilizing SEM, the variables of teamdoi:10.2139/ssrn.2365890 fatcat:xj537sfo2vffticu5i2v33g3bq