In　today＇s　ultra-competitive　and　complicated　business　environment,　sponsorship　is　a　significant　marketing　communications　strategy　for　building　brands.　And　an　increasing　number　of　sponsors　and　sport　entities　refer　to　one　another　as　partners.　Modern　sponsors　now　recognize　the　strategic　role　of　sponsorship　and　the　great　potential　for　creating　value　from　a　longer-term　relationship.　In　this　study,　text　mining　was　adopted　to　dig　the　marketing-related　competencies　required　for　the　success　of　sponsor-sport　entity　relationship.　Source　texts　were　collected　from　2147　documents,　and　the　models　＇Text　Extraction　＇　and　＇Association　Analysis　＇　were　conducted　to　understand　the　relationships.　The　findings　indicated　that　there　is　an　imbalance　between　sponsors＇　motives　for　investment　and　sport　entities　＇　expectations　about　sponsors　＇　performance.　So　collaborative　capabilities　should　be　developed　to　manage　the　relationships,　meanwhile,　these　two　partners　should　try　to　marry　their　two　brands　in　the　mind　of　their　target　markets.　The　results　also　emphasized　sport　entities　＇　proactive　role　in　sponsorship　relationships.　©　2007　IEEE.