Traditional marketing faces the challenge of reaching consumer markets. Companies are forced to find new ways of communicating due to the highly competitive market environment. As a result, corporate sponsorship of sports has become an increasingly popular and fastest-growing marketing communications tool that bypasses the media and provides the environment in which a brand can differentiate itself from others. Connecting the brand to an event through sponsorship allows companies to reach the interest and attention of consumers by associating themselves with events that are of great importance to them. Sponsorships are an important aspect of sports marketing. Successful sports sponsorships are based on a deep understanding of a brand's audience and goals, as well as the belief that a sponsorship is part of the overall marketing effort. The brand's sponsorship strategy and inventiveness focuses on providing valuable fan experiences that enhance people's enjoyment of their favorite sports. Sponsorship has become a product that offers a powerful service advantage. 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 are able to gain success from each other. Sponsorship continues to have increasing importance due to the rapid growth of the sports industry. More and more players continue to develop, new sports are becoming more popular and events are televised more and more often. Sponsorship is the right to collaborate or associate directly 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 the......middle of paper......numerous costs associated with the events. Ambush marketing is often frowned upon because it is not a fair exchange for advertising. Ambush marketing would not benefit teams or players who rely on sponsorships for assistance with the important elements needed to compete. Muscle Milk helps provide resistance training equipment to many NFL teams. They also provide the Muscle Milk recovery drink to teams and players. Under Armor provides uniforms and training apparel for college teams and the U.S. Speed ​​Skating team. Without the alliance with Under Armor these teams would have to find the means to purchase their own uniforms. Under Armor was interested in youth training camps, sponsoring a location and everything needed to hold the event. Under Armor helps find the instructors, coaches and medical staff needed to run camps efficiently.