Sponsorships related to sports is a type of marketing that’s occupying more space in today’s corporate climate. Investing in sports benefits companies in multiple ways, such as exposure, increased sales and as a way of taking social responsibility. The purpose of this qualitative study is to examine and understand what motivates three companies’ choice of sponsoring, how they evaluate these sponsorships and how big of a role social responsibility takes in the decision-making. By conducting three interviews with representatives from Carlsberg, Eleda and Stadium, the study presents results on influential factors in sports sponsoring. Most research report an overall positive response to sponsorships and sport, which this study confirms. Furthermore, the results implicate that the biggest motivating factors for sponsoring are brand awareness and trademark association. All partnerships are based on a win-win-situation, where both parties benefit. This study also examines the value of social responsibility in sponsorships, often phrased as Corporate Social Responsibility. Working with sustainability is important for all three companies, with an increased awareness and demand for equality and inclusion. The evaluation of sponsorships differs between the companies, but the main evaluation point is the fulfilment of the partnerships’ set goals.