To realize an image-transfer more easily, it’s helpful to reach a high affinity between the sport and the target group. The image of the sport has to be analysed with regard to the chosen target group. If there’s a strong interest of the target group for the sport, the target group affinity is high. Another factor for a high affinity are the values and the characteristics of both, sport and target group. The greater the fit between the both partners of a sponsorship, the better the success-rate.