• Strategic sponsorship functions as a core marketing instrument, integrating brand strategy, managerial practice, and measurement tools across corporate and international contexts, emphasizing expected benefits and value creation [1], [2], [7], [12], [5].

• Formal evaluation and governance of sport sponsorship programs, including objective evaluation models, alignment with corporate marketing plans, and criterion-based decision processes evidenced by diverse case studies [6], [7], [19].

• Fan-centered perspectives on sponsorship effects, linking cognitive and affective determinants to fan satisfaction, identifications, and media experiences to explain sponsorship outcomes [13], [15], [10], [11], [14].

• Market dynamics and business strategy of sponsorship, spanning local market penetration, regional sponsorship development, and the economics of professional sports shaping sponsorship investments [19], [9], [20], [8].