Increased global competition and changing consumer responses have educed a need for businesses to find new and effective ways to reach their consumers. Additionally, consumers may look to favour or trust more well known and visible brands. Therefore many corporations seek to create higher brand awareness and greater differentiation. In order to achieve these goals sports sponsorship has become a popular corporate strategy.This master thesis deals with the questions: a)what factors influence the brand communication success through sport sponsoring, and, b)how the company Continental AG implements these factors while accomplishing their sponsorship of the UEFA EURO 2008.First of all the company Continental AG is introduced and the initial situation for their brand communication is demonstrated. After a detailed discussion on a modern concept of brand understanding, an overview of sports marketing in particular sports sponsoring is given. Subsequent to that, the thesis identifies four factors having a strong impact on the sponsor's success by contributing to the sponsoring goals. These success factors include:1) Professional sponsorship management, which consists of a systematic planning and decision making process. 2) The affinity between the sponsor and the sponsoring parties suggesting a perceptible fit between the sponsors brand and the sponsored event/sport from the consumers' point of view. 3) Sponsorship leverage, which offers the opportunity to integrate the sponsoring in other communication tools. 4) The duration of the sponsorship influencing the success of the communication strategy through continuous and long lasting sponsoring agreements.Possibilities to implement these four determinants of sponsorship success are illustrated by Continental AG's sponsorship for their premium tyre brand. The paper concludes by considering methods to measure the performance of the sponsorship as well as the difficulties.