Purpose - The objective of the thesis is to find answers to the questions about what motivates companies to form partnerships with sports organizations like the Austrian Sports Funding Organization Österreichische Sporthilfe - in the following denoted with the abbreviation `ÖSH` -, and what they expect from such collaborations. This also included finding out about any tangible benefits gained specifically from the partnership, and what it needs, respectively what it would need to extend the partnership contract beyond the current contract. The purpose of dealing with these topics was to enhance the knowledge about what the partners of ÖSH think about the partnership respectively what works as the main attraction for them; the findings are to be used to approach prospective partners more specifically. Method - The qualitative data was gathered through interviews with semi-structured elements with present and former partners. A contentual and semantic examination of the statements was used. Findings - The analysis showed that the companies have integrative approaches to the partnership, and do not only support the organization for philanthropic reasons, i.e. they expect something in return, for instance getting access to the field of sports and athletes, and to new target markets. What was frequently highlighted throughout the interviews were the networking effects the companies benefit from by being part of this partner pool of ÖSH. Generally, there were positive experiences from the partnership.
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