Sport sponsorship is defined as a versatile activity and one of the market elements related with organisation marketing, advertising, development of public relations (Brooks, 1994; Irwin & Sutton, 1994; Thwaites & Carruthers, 1996). This study on the sport sponsorship in Lithuania seeks: 1) to identify the current situation how the companies use sport sponsorship; 2) to analyse the attitudes and to determine motives of business companies sponsoring sport; 3) to find out significance and influence of sport sponsorship to the development of the company's activity. 60 well-known Lithuanian companies were investigated. The research results showed that there had been no increase in the number of sponsoring companies. However, 20.8% of respondents indicated themselves as potential sport sponsors. The sponsors are not confident in future because of the unfavourable laws and the lack of the additional financial means. The sponsors are mostly interested in professional sport and more popular sports which attract crowds of spectators. The businessmen do not express their interest in long term cooperation with sport organizations. They indicated altruistic motives in sport sponsorship as well as motives to develop their business. The majority of sponsors have a marketing department or specialists (81%) who are responsible for planning, analysis and effectiveness of the sponsorship directly influencing the development of the company's activity. Vilma Cingiene, Sporto 6, LT-3000 Kaunas, Lithuania Tel./Fax: (370-7) 798575, E-mail: cingie@lkki.lt (from Education. Physical Training. Sport, 1999, 1(30), 12-17, article in Lithuanian)
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