Purpose: The purpose of this thesis is to examine the ERK model's relevance, validity and potential need of development to better reflect how it looks today (2013). Method: The study is conducted through three surveys; the first two were face interviews with companies that sponsor Swedish soccer teams and the third study was conducted with a questionnaire to supporters outside a soccer stadium. Results: A model that would better reflect the reality of today (2013) could contain company pride, chairman’s whim, exposure, relationships and associations.

Sponsringen som marknadsföringsverktyg har blivit alltmer populärt hos företag, inte minst inom idrottsverksamheter. Den här uppsatsen beskriver hur sponsringen har utvecklats sedan 90-talet och framåt och ger förslag på hur en utvecklad modell kan se ut när företag arbetar med sponsring.