According to IEG, North American sport sponsorship spending is anticipated to escalate to $15 billion in 2015 (IEG, 2015). Because of the capitalistic significance to sport properties and corporate sponsors, managers expect favorable returns on these investments (Abratt, Clayton, & Pitt, 1987; Crompton, 2004; Meenaghan, 1991; Stotlar, 2004). Driven by conceptual inquiries and managerial expectations, many industry practitioners and academic researchers have embarked on the arduous task of measuring the effectiveness of sport sponsorships (Bennett, Henson, & Zhang, 2002; Maestas, 2009). As a result, sponsorship effectiveness has been examined extensively within the sport marketing literature. Common measures of sponsorship effectiveness include: brand awareness (Gwinner, 1997; Gwinner & Bennett, 2008), enhancement of brand image (Dees, Bennett, & Ferreira, 2010; Gwinner & Eaton, 1999), sponsor recognition, attitudes toward the sponsor, sponsor patronage, and satisfaction with the sponsor (Alexandris & Tsiotsou, 2012; Gwinner & Swanson, 2003; Tsiotsou & Alexandris, 2009). An important characteristic of the existing literature to note is that the majority of studies have been devoted to team sports (Alexandris & Tsiotsou, 2012; Biscaia, Correia, & Rosado, 2013; Madrigal, 2001; Meenaghan, 2001; Tsiotsou & Alexandris, 2009; Zhang, Won, & Pastore, 2005), with less coverage provided to individual sports where athletes exist independently (without associations to “team” brands) and serve as recognizable points of attachment for consumers (Robinson & Trail, 2005).