The purpose of this study was to determine the Japanese consumers' image of and the effectiveness of current Olympic sponsorship in Japan. A survey instrument was designed to assess consumers' identification of Olympic sponsors and to evaluate their effects. Specifically, data were collected for Olympic sponsors (The Olympic Programme and Japanese Olympic Committee [JOC] sponsors) and Gambare Nippon campaign (GNC) sponsors. In conclusion, the study found that consumers were confused about the classification and identity of sponsors. In addition, those who viewed TV more frequently identified more strongly with the Olympics and were impacted more by sponsors than were less frequent viewers.