Purpose: The purpose of this study is to increase the understanding of why companies choose to sponsor non-profit football clubs in Sweden. The goal is that the increased understanding leads to non-profit football clubs being able to make themselves more attractive to sponsors.

Research question: What are the main motives for companies choosing to sponsor non-profit football clubs in Sweden?

Method: Qualitative method and quantitative method with a case study of Sundbybergs IK football. Qualitative approach in the form of semi-structured interviews with 3 sponsors of Sundbyberg IK football and a survey of the remaining sponsors of Sundbybergs IK football.

Theories: Marketing theories have been applied in the study to deepen the knowledge about the sponsorship of non-profit associations. The theories used are Corporate social responsibility, word of mouth, legitimacy theory and Return on investment.

Empirics: Empirics are presented in our study by presenting themes that have been consistent in the interviews in text. The results from the survey are presented in diagrams.

Conclusion: The conclusion of this study is that the main reason why companies choose to sponsor Sundbybergs IK football is that they want to achieve increased Corporate social responsibility (CSR) and to be perceived as a responsible company in society. Also the companies want to achieve legitimacy in their place of business as well as in existing and new markets by sponsoring non-profit football clubs. Studies have also shown that the respondents do not have a financial gain as a main reason for the sponsorship of Sundbybergs IK football.