The reliance on signage to generate spectator recognition of sponsors has become so commonplace that the concept of sponsorship is nearly synonymous with the use of signage in sport venues. A multitude of studies have measured sponsorship recognition and/or recall among sport spectators as the means to justify the practice (Bennett, Henson, & Zhang, 2002; Cuneen & Hannan, 1993; Nicholls, Roslow, & Dublish, 1999; Pitts & Slattery, 2004; Pitts, 1998; Stotlar, 1993; Stotlar & Johnson, 1989). Previous literature suggests more highly involved spectators, such as college sport fans, are typically more likely to recognize and support sport sponsors (Dodd, 1997; Pitts, 1998, 2003; Pope & Voges, 2000; Quester, 1997; Shannon & Turley, 1997; Turco, 1995). However, no studies to date have examined correct sponsorship recognition when signage was not utilized. For some, the absence of signage suggests an absence of sponsorship. Yet, in a handful of college basketball arenas, signage is not allowed. As concern grows regarding the commercialization of college sport (Knight Commission, 2009) the possibility of eliminating signage has emerged as a salient construct worthy of further examination. Similarly, few studies have focused specifically on the effectiveness of sponsorship for women’s sport (Lough, 1996; Lough & Irwin, 2001). As such, the primary purpose of this study was to examine how the presence of sponsor signage in collegiate basketball arenas influences correct sponsorship recognition by women’s basketball spectators. A secondary purpose for the study was to identify additional variables significantly contributing to correct sponsor recognition by women’s basketball spectators.