Sports sponsorship is a marketing tool that has changed and evolved along the years. Estimates indicates that, over the world, investments in this activity have increased more than 1000% over the last 20 years, summing around 21 billion reais. Thus, it is important to analyze what are the variables that influence private companies to sponsor sports events. Therefore, for a complete analyses, it is also important to identify the consumers’ recollection of the brand that sponsor these sports events. To analyze these aspects, questionnaires were distributed to consumers and interviews were made with professionals of sports marketing. Ten characteristics where identify as important for decision makers when evaluating a sponsorship project. Furthermore, 89 people answered the questionnaire about their recollection, impressions and attitudes regarding the brands that sponsored the 2010 World Cup, in South Africa. It was concluded that consumers remember brands that have sponsored the event for a longer time more than those that were sponsoring for the first or second year. Also, it was verified that the similarity between the sponsor and the image of the event is an aspect that increases consumer recollection on the brand.